In an earlier article, we listed some of the world-class financial results achieved by Baldrige Award recipients. Their high performance is not limited to financial measures: Another area where they excel is in satisfying, delighting, and retaining their customers.

By customers we mean the typical consumers of products and services as well as patients and families, students and parents, citizens, and any other group that an organization exists to serve. Whatever your organization’s goals for serving your customers, evaluating and improving your management system through regular Baldrige assessments will help you achieve them.

You can test the validity of that statement by considering the customer-related results of organizations that have received the Baldrige Award:

• Compound annual growth rate with key customers increased 20-44% in six years (Cargill Corn Milling North America)
• Patient satisfaction scores surpassed the national top 10% (Poudre Valley Health System)
• Scored better than its competitors in all categories in successive customer surveys (PRO-TEC Coating Company)
• 84% of hospital customers would recommend to others (Mercy Health System)
• Named it the best healthcare provider in the region (Sharp HealthCare)
• 90% of businesses would recommend the city to others (City of Coral Springs)
• Retained 97% of its hospital members (Premier Inc.)
• Increased customer retention from 93% to 100% from 2000 to 2005 (MESA Products Inc.)
• Physician overall satisfaction surpassed benchmark by 8-9% (North Mississippi Medical Center)
• Almost 70% of its customers say they plan to purchase again from the dealership (Park Place Lexus)
• 100% customer satisfaction compared to the industry’s 85% benchmark (The Bama Companies)
• 70% of its top customers have been with the company for more than ten years (Texas Nameplate Company Inc.)
• Ranked in the top 10% nationally on 10 of 16 student satisfaction measures (Kenneth W. Monfort College of Business)
• Exceeded customer expectations twice as often as competitors (Cat Financial)
• 96% satisfaction rate (Clarke American)
• Won 3x more customers than lost since 2000 while retaining 98% (Stoner)
• Boosted market share 20% in four years (OMI)
• Grew market share 50% in 6 years (Clarke American)
• Market share leader (Poudre Valley Health System, PRO-TEC Coating Company, Robert Wood Johnson University Hospital Hamilton, MEDRAD, Pal’s Sudden Service, Los Alamos National Bank, and others)

You can learn more about these and other Baldrige Award recipients’ results—and the processes that produced them—online at the Baldrige program’s Web site.

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