CUSTOMER CENTRIC-WALK THE WALK Dr. Y. Vinodhini 1 “A company's primary responsibility is to serve its customers . . . Profit is not the primary goal, but rather an essential condition for the company's continued existence.” - Peter Drucker Abstract This paper explores how and why customer centric has become a focal point from customer relationship point of view as Craig Bailey & Kurt Jensen defined that “Customer-centricity involves aligning organizational resources for effectively responding to the ever-changing needs of customers, while building mutually profitable relationships.” A conceptual framework is taken up by sourcing secondary data and the results of the same have been presented. Keywords: Customer Relationship Management, customer centric, market, organizations, delight Introduction Customer-Centricity as a culture must integrate both cognizance and ratification of internal and external customers in order to synchronize workable behavioural acceptation in every facet of a firm’s interaction sphere. Customer acceptance is critical for this stage to gauge whether the product is acceptable to the customer, to measure the customer’s level of interest, liking, preferences, and intent to purchase, and to determine those benefits, attributes, and features of the product to which the customer responds. Not only must the product work right in the lab or development department, but, more importantly, it must also work right when the customer uses it. The product must excite and, indeed, delight the customer; who must find it not only acceptable but actually like it better than what he or she is currently buying. In short, the customer reaction must be sufficiently positive so as to establish purchase intent. Moreover Customer centricity is aligning organizational resources such as Personnel, Operating practices and procedures, Systems (internal and external) and Products and services. Aligning Personnel Comprises of recognizing and rewarding, customer-centric behaviour. Training every staff on customer centricity.• Ensuring that decision-making hinges on customers.• Using communication 1 Professor, AUCBM, Hyderabad www.zenonpub.com Oct - Dec, 2017 ISSN 2455-7331 - Vol II – Issue IV International Journal of Research in Applied Management, Science & Technology
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CUSTOMER CENTRIC-WALK THE WALK
Dr. Y. Vinodhini1
“A company's primary responsibility is to serve its customers . . . Profit is not the primary goal,
but rather an essential condition for the company's continued existence.”
- Peter Drucker
Abstract
This paper explores how and why customer centric has become a focal point from customer
relationship point of view as Craig Bailey & Kurt Jensen defined that “Customer-centricity
involves aligning organizational resources for effectively responding to the ever-changing needs
of customers, while building mutually profitable relationships.” A conceptual framework is taken
up by sourcing secondary data and the results of the same have been presented.