The stakes of the customer relationship
The stakes of the customer relationship
The discipline of product marketing and sales aim to guide the company's offer according to the needs of the market and customers. Today the hyper-competitive economic context prohibits such an approach. To be sure of selling their stocks, companies are forced to listen and anticipate the expectations of the market and therefore the customer.
The discipline of product marketing and sales aim to guide the company's offer according to the needs of the market and customers. Today the hyper-competitive economic context prohibits such an approach. To be sure of selling their stocks, companies are forced to listen and anticipate the expectations of the market and therefore the customer.
This is the added value of customer marketing that better guide the work of product marketing through a better knowledge of the market and the needs of consumers. And settle the two eternal brothers: marketing and sales. "Customer marketing is the link between these two departments" Companies have understood that more and more people are giving pride of place to this discipline.
Fully dedicated services are emerging in some units. Therefore these are obliged to survive the refocus their concerns around the clients. This concern has become very important for both industry and the service market. In just a few years, companies have had to move from a product-centric business to a customer-centric business.
It is a question of knowing which is the good product, the one that must be proposed and which will be sold. Thus, the companies show a more and more affirmed will to be really attentive to their customers of to anticipate their needs. In essence, we can say that the customer is today at the heart of the business.
As you will see in this history, the appearance of the customer marketing concept is the result of a change in the way businesses operate. Companies had no problem selling the stocks of products they made for their customers. Today competition is important for businesses because consumers are increasingly demanding and it becomes more difficult to capture their interest.
The client management system allow you to manage the business relationships you have with your customers to help you grow your business. Throughout this period, companies will improve their product offering and distribution more techniques.
> The years 1950/1960: For companies, it is then a matter of mass production. Companies simply have a product orientation, we have to respond to customer demand.
> The 1970s: Companies are starting to segment the market, optimize their production to reduce manufacturing costs, their approach is always focused on products.
> The 1980s: Customers become more demanding, companies seek to improve their production process and the quality of their products.
Since the early 1990s, the market has undergone a profound change with the reversal of the marketing paradigm: from a product orientation to a customer orientation. The 90s mark the beginning of the customer era. Customer databases are multiplying, the rise of direct marketing highlights the benefits of the direct relationship. Access and information channels proliferate. The 90s and the following years mark a refocus on the customer.
Certainly the 2000s will mark the growth of this customer trend with the emergence of the concept of one-to-one marketing. Companies business sector will focus their efforts on service and customer relationship management.