Achieving 'Customer Focus' in Private Housebuilding: Current Practice and Lessons from Other Industries

Abstract

Driven by government ambitions to improve the quality and cost of new housing, British private sector housebuilders are searching for ways to become more 'customer focused'. However, concepts developed in other manufacturing and service sectors are being transferred into the housebuilding industry without fully understanding their implications. The paper explores the concept of 'customer focus', the ways it is being adopted in UK housebuilding and identifies structural barriers which have impeded its introduction. Conclusions are presented on the business strategies that need to be in place if the aspirations for a more customer-focused housebuilding industry are to be met.