EFFECTIVE CLIENTURE MANAGEMENT TECHNOLOGIES
CLIENT-ORIENTED AS A BASIS OF SUSTAINABLE DEVELOPMENT OF THE COMPANY
As a result of studying this chapter, the student will:
• the essence and characteristics of the client-oriented company;
• the main changes in the understanding of the consumer in the marketing of impressions, new strategies and technologies for working with the consumer;
• features of the organizational culture of the client-oriented company;
be able to
• Identify the main marketing abilities of the company;
• Identify key marketing business processes;
• Theoretical bases of development of client-oriented marketing strategies;
• How to build a customer-centric business.
The essence and characteristics of a client-oriented company
Customer orientation has always been the main sense of marketing activity. So, but to F. Kotler, marketing is an ego type of human activity aimed at meeting needs and needs through exchange
In 1990, Robert Lauterborn proposed the 4C model (Figure 5.1), which is more customer-oriented. To each of the P R. Lauterborn countered the "C": consumer value, needs and requirements (customer value , needs and wants), consumer costs for their satisfaction (cost), communications (communications) and the convenience of buying
Fig. 5.1. Complex marketing and 4C consumer
Later marketing began to be defined as profitable satisfaction of needs. This means that the costs that the company invests in achieving a certain level of satisfaction should be compared with the benefits that each client brings.
In the XXI century. customer orientation means not only profitable satisfaction of needs by developing a marketing mix. Companies come to the understanding that the basis for sustainable growth is the loyalty of profitable customers (Figure 5.2).
Fig. 5.2. Marketing: from satisfying the needs for loyalty
Only truly loyal customers stay with the company for a long time and become a source of its revenues in the long run. Therefore, customer-centered marketing becomes the basis for a sustainable growth of the company.
New marketing concepts arise in response to challenges generated by the external environment. This is nothing more than a business reaction to the changed economic, socio-cultural and technological conditions of the external environment.
The development of the concept of customer orientation is caused by the following prerequisites:
1. Changes in consumers. In the modern economy, there is an increasing differentiation of consumption. People, especially residents of large cities, are becoming more educated and well-off. Having met the primary needs, they use the goods to achieve higher-order needs, such as self-realization and respect. The desire for self-realization also manifests itself in the individualization of needs. The consumer becomes more active, and he has more and more opportunities to interact with the producer directly or indirectly - through online communities, feedback sites, consumer protection organizations. Transition to the needs of a higher order, the active role of the consumer require adequate changes in marketing.
2. Network development Internet and mobile communications. Marketing can carry out a global exchange of information and knowledge on the basis of networks. The Internet provides access to information about Internet surfing and electronic shopping, the relationship between information channels and shopping, and a huge number of other data on consumer behavior.
3. Developing technologies for collecting and data mining. Partner marketing technologies have the ability to accumulate huge amounts of information about customers, their actions, consumer preferences, socio-demographic and other characteristics. Using this information, you can predict the behavior of customers, segment the client base, make decisions that allow the client to incline to certain actions.
Today, more and more applications of data mining (data mining) - decision support systems based on the search of hidden patterns (information templates) in customer data are gaining increasing use. These data allow you to predict customer behavior and develop marketing solutions to manage this behavior.
Thus, the changed consumers, the distribution of the network Internet and modern technologies have created the prerequisites for building customer-oriented marketing. Such a company is capable of delivering unique value to each client based on data on its behavior, individual characteristics and special needs.
Consider now the notion of customer-centricity.
Customer-centered approach is the company's ability to receive a sustainable business result by satisfying the needs of profitable customers and client-centric structure of the company more com- pared with competitors.
There are several key semantic components in this definition.
Best in comparison with competitors means that winning the market is the highest, excellent results. You can not assess the firm's ability to meet the needs of customers without comparison with how best companies do it.
The client-oriented company satisfies the needs and demands of the modern consumer. This is a clear understanding of the individuality of the consumer and the motives underlying his buying behavior. This knowledge the company draws into a unique and competitive value proposition. In addition to the high quality of the product and service to create satisfaction, it is important that the consumer receives an unforgettable experience and unique customer experience.
Today, customer satisfaction assessment has become a common practice for most organizations. Companies tend to regularly determine the factors of satisfaction, its level and develop programs aimed at increasing satisfaction. Behind this is the conviction that a high level of satisfaction fosters customer loyalty: a satisfied customer makes repeated purchases, often and for a larger amount, recommends the goods to others.
In the most general form, satisfaction is treated as a person's psychological state, arising after realizing that he has achieved the desired goal. In marketing, satisfaction is primarily seen as a degree of compliance with consumer expectations. Sometimes satisfaction is identified with the consumer's assessment of the quality of certain goods and services. In the United States quality management standards, the following definition is given: Customer satisfaction Consumer perception of the degree to which their requirements are met Requirement - the need or expectation that is established, usually assumed or required.
The degree to which the company's value proposition meets or exceeds customer expectations determines the degree of customer satisfaction.
As a rule, companies are guided by the business result.
According to P. Draker, the main goal of the business should be attracting and satisfying the customers, ensuring profit. Profitable satisfaction of needs occurs when the company correlates the costs of attracting and satisfying the needs and the return on them. The company also analyzes the structure of the client base and tries to retain the most profitable customers.
However, modern companies regard not only profit and sales as a business result. The client-oriented company sets long-term goals related to customer service. This allows us to form client assets and increase the shareholder value of the company in the long term.
Profit and value in the long-term period are provided by a special client-centered structure of the company, in which the entire organization of activity is subordinated to the purposes of understanding, attracting and retaining the most chain customers.
Client-centricity is a structure in which customer needs determine the organization of the company's business processes and internal resources are consolidated to create and deliver consumer value.
A large role in the client-centric structure is played by the staff, which, on the one hand, is focused on customer service, and on the other - the "apostle" brand of the company.
Thus, the modern notion of client-orientation forms three components (Figure 5.3).
Fig. 53. The essence and logic of client-oriented
Consider the content of each of these components in more detail.
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