The role of teamwork in creating customer focus: case study of Isolamin AB

Abstract: The aim of this thesis is to gain a deeper understanding of how teamwork is
used within a company to create customer focus. In order to fulfill this
purpose the research explores, describes and tries to explain the
composition of a team in a company, how to sustain the function of
teamwork, the definition of costumer focus and finally how the objective of
customer focus is introduced in a company’s teamwork. A case study of a
selling company in the industrial market, Isolamin AB, is performed. The
aspects of team, teamwork and customer focus are being studied in depth.
The case study demonstrate a new type of team set up between Isolamin AB as
a supplier and one of their largest customer Pharmadule Emtunga AB. There
are differences compared to theory regarding how to sustain teamwork, the
mutual objective seems to be the most important factor and the glue that
keeps this team together. Customer focused is defined as knowing who the
customers are, what matters to them as well as meeting the customers’
needs. The customer is considered to be a long term partner and customer
focus is brought into the teamwork by means of the five change agents.