Any organization in business cannot afford to stand still. It must improve its ability to deliver higher quality goods and services at competitive prices or it will go out of existence. This trend has resulted in emergence of World Class Organizations (WCOs), in which enterprises can compete effectively on a global basis. This does not mean the organization has to do business in an international level. However, if a Multi National Enterprise (MNE) sets up operation locally, the WCO must be able to compete effectively or if it is a supplier, it must make a competitive bid to supply the MNE with the desired goods. Simply stated, enterprises now use their competitive advantage to invade international markets, and local companies should meet the challenge.
Figure 1 illustrates as how to be more than just being a total quality or adaptive organization. It means learning how to anticipate and stay ahead at impending changes (qualities of learning organizations) and how to continuously improve to maintain a competitive advantage.
What do organizations need to do to become WCOs?
There are six pillars of WCOs and each represents a human relations challenge. They are depicted in Figure 2:
The most important characteristics of a WCO are its customer focus. All organizations are designed to meet the needs of internal and external customers. As a result, the enterprise can deliver goods and services that the customer wants and do so when needed. For this, an organization has to address important elements that support customer-based pillar of the WCO:
1. Teaching its personnel to share the vision for customer service
2. Re-designing its structure and jobs to serve better the customer
3. Empower the team to generate new ideas and approaches
4. Design compensation systems that reward and motivate its employees
An example to illustrate this characteristic ¡K
The Ritz-Carlton Hotel understands customers in detail