The Aim of the Marketing is to know and understand the customer so well that the product and service

fits her and sells itself Peter Drucker

y Orientation of a company to the needs and

behavior of its customers. y Best means to develop close and profitable relationships with their customers

y Intensifying pressures to improve marketing y y y y

productivity. Increase Market Diversity. Intensifying Competition. Demanding and well informed customers. Accelerating advances in technology.

y Customer satisfaction y Customer service y Customer loyalty y Quality as perceived by the customer

The barriers that mostly will be faced Include. 1.Absence of leadership 2.Stifling Culture 3.Management turmoil 4.System Deficiencies .

y According to Webster and Day,3 actions can signal the

commitment of senior management.

y 1. Enthusiastic emphasis on superior quality of services &

customer relations Example:- Medtronic(Bill George) 2. Time spent visiting the customers & listening for their Point of view.
3.Emphasis on customer &issues. Example:- Home Depot (Bob Nardelli)

y Horizontal organisation is more preferred as

integration comes through shared concept of how to meet customer needs better than competition.
y Example:- Wells Fargo - A financial Institute & Bank.

y From systems Point of view critical component of

customer-centric organization is a centralized Database, from where you can avail all the customer oriented perspective.
y Example:- USAA y

(United states automobile association)

y To Truly embed customer-centric metrics within the

organisation,firms should include at least 2 or 3 of most important cusatomer metrics (i.e customer loyalty,customer satisfaction,Etc) that are reported regularly to Top management.
y As well as its equally important task is to synchronize

incentives & reward system with customer centric paradigm. y Example:- Sales man rewarded for increase in equity of their customers.

y LEARNING & CONTINOUS IMPROVEMENT y Example:- Surf Excel y DIRECTION FOR FURTHER RESEARCH y Example:- UPS & FedEx y

- Influence of Internet

y Its just a perspective way of showing how can one

organization get into customer oriented as a guide who will show you the correct path.
y For every organization the mode will be different .