
32
BALDRIGE AWARD WINNING QUALITY
dramatically while reducing its number of customers. It is hard for a growing organization
to turn away business, but this is often the best strategy for ensuring protable growth.
The frustrating part of trying to be customer driven is that customer needs and
priorities seem to change constantly. A company nally gures out what customers
want, and then customers change their priorities. The Internet and other new
technologies have dramatically changed customer expectations and priorities for
many things in life, such as how we buy books or get information from others. Part
of what the Baldrige criteria look f ...