The Importance of Customer Focus

in Project Management



By Nédale Triyeh

SKEMA Business School

Paris, France



We cannot manage what we cannot measure and that’s the main purpose of this article. Nowadays, the customer’s focus approach during project management is overshadowed by other issues on which project teams will more pay attention. However, it could be really easy and interesting to familiarize Project Managers with some Key Performance Indicators that concern customers and above all customer’s satisfaction. It is possible to use some metrics to highlight and evaluates customer’s loyalty, customer’s happiness and customer’s effort. Through this paper, three scores will be analysed; the Net Promoter Score (NPS), the Customer Satisfaction Score (CSAT) and the Customer Effort Score (CES) to understand their impact and to determine which is the most relevant.

Keywords: Customer focus; customer centered orientation; customer’s loyalty; customer satisfaction; customer relationship management; customer service; customer complaints


There is no successful project without a satisfied customer. Nowadays, customers have more than ever a huge importance in business. The customers are the party who will receive or consume a product or a service. They represent the most unpredictable stakeholder for a company because it is hard to know if the product or the service offered to them will meet their expectations and so if the company will make benefits.

Furthermore, companies consider customers as a whole and not just as individuals. Even if it is true that generally marketing departments and customer relationship management develop special customer oriented actions, it has to be enhanced to ensure to each project and to each company a good understanding about customer’s needs and expectations. For instance, when a Project Manager is asked to create a product and a service, the risks concerning the project will be analysed. And even if the Project Manager is not involved anymore after the project, the product deliverables will be evaluated by the final customers who are also source of expected benefits.

The point is that customer experience does not stop with the sale of the product. Companies need to know how they can enhance their relationship with customers and how they can keep them in long term. It is important to think about how companies can keep its customers in long term. Keeping an old customer is easier and less expensive than getting new ones. Companies have a vested interest in satisfying the customers in all levels and so the satisfaction even after the sale should be strongly considered. It is now well-common to notice a real awareness about the importance of customer service, the way to take into consideration customers’ complaints and the way to care about their opinions

  • Problem definition

Nowadays, different tools have been developed to quantify customer’s satisfaction. But the fact is that each indicator measures this satisfaction in a different approach or each indicator can be measured in different ways. These elements can demonstrate how vague is the method to define clearly the customer’s satisfaction and so, it can halt the Project Managers to be interested in using the customer satisfaction measurement. The goal of this paper will be to demonstrate how efficient these tools can be, and highlight which one could be the most useful for a Project.

How customer orientation is important in projects and contracts to strengthen customer’s loyalty?

Through this research paper, we will try to understand:

  • How it is possible to contribute to customer’s loyalty.
  • See how far this customer’s orientation can be implemented and if it is really efficient.


To read entire paper, click here


Editor’s note: Student papers are authored by graduate or undergraduate students based on coursework at accredited universities or training programs.  This paper was prepared as a deliverable for the course “International Contract Management” facilitated by Dr Paul D. Giammalvo of PT Mitratata Citragraha, Jakarta, Indonesia as an Adjunct Professor under contract to SKEMA Business School for the program Master of Science in Project and Programme Management and Business Development.  http://www.skema.edu/programmes/masters-of-science. For more information on this global program (Lille and Paris in France; Belo Horizonte in Brazil), contact Dr Paul Gardiner, Global Programme Director [email protected].

How to cite this paper: Triyeh, N. (2018). The Importance of Customer Focus in Project Management, PM World Journal, Volume VII, Issue X – October.  Available online at https://pmworldjournal.net/wp-content/uploads/2018/10/pmwj75-Oct2018-Triyeh-the-importance-of-customer-focus-in-project-management.pdf


About the Author

Nédale Triyeh

Paris, France



Nédale TRIYEH, French, who after 4 years of studies in Public and Business Law is now currently enrolled in a Master Programme Grande Ecole, specialized in “Project and Programme Management and Business Development for Business Excellence” at SKEMA BUSINESS SCHOOL in Paris and also strongly interested in customer relationship management. Several experiences in customer care departments of luxury brands strengthen her willingness to keep a customer focus approach through each Project where she is involved. Nédale can be contacted at [email protected] or www.linkedin.com/in/nédale-triyeh-3b524a108.