Customer Orientation In Business

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Customer orientation is “the overall process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction” which meets the standards of the customer’s wants and needs. It is also the way in which the organisation is run and is “a reflection of their culture” . One culturally diverse example may be a bank such as ‘Santander’ (as they would follow a formal exterior) and an organisation which is more socially interactive with their customers such as ‘Costa’ (as there would be higher interest in being friendly and gaining conversation). The concept of customer orientation is important to any business as the relationships developed are then used as a foundation for the company, one of which …show more content…
This means that customer orientation listens to the wants and needs of the clients and uses the voices of their employees to discover what a general day to day audience would need; whereas other orientations such as sales would rather use aggressive promotion to gain more trades, even though it doesn’t focus on what the customers want out of the company. Another outlook is marketing orientation, which follows the same suit as customer orientation (where the firm exists to satisfy the customer and provide their wants and needs by researching these requirements as it is believed to be “essential to an understanding of customers” ) only the marketing additionally provides shareholder and corporate benefits by watching the competition. However, it is argued that “the data obtained by the companies provide minimal relational insight into the customers as the firms use economic data to distinguish the most important customers due to their level of profitability to the firm” . This means that although marketing orientation adapts its produce to its audience, the produce is only provided which would be more beneficial to the most lucrative consumers, isolating and ignoring the needs of the general …show more content…
The intention of the brand is to “provide local flavours within their food by integrating region-specific options” . As the brand follows the marketing mix of place, the organisation adapts the food to the place in which it is being sold, for example McDonald’s began to sell Macaroons in the restaurants in France and created a flatbread McArabia in middle-eastern countries. Also, in 2007 McDonald’s adapted its colour and brand image to green (as it conveys healthy eating) in order to provide what its customers wanted. This reinvented to brand as a wholefood product, instead of the unhealthy fast food restaurant it was originally seen

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