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CUSTOMER-CENTRIC ORIENTATION
This is more than market research; it is an understanding of all the links in your customer's value chain. Company processes and systems
must be designed to create value for the customer, helping them succeed in the marketplace -- not just to address their needs. You must
identify customer expectations, using frequent surveys, focus groups and, particularly, early customer involvement in the new product development
process. Keep in mind that the best offerings are those that can be tailored to satisfy a range of customer requirements -- segment customers and
their problems. The other side of the coin is to identify and develop the best customers based on long-term value. Track customer profitability
(revenues and service requirements). Focus not just on attracting new customers, but retaining the most profitable ones.
Customers are buying success, not products. As such, customers need to believe they will be successful with the products and services they purchase.
This entails ongoing service and support to make their purchases a success. Customer Service will be a key competitive differentiator provided its focus is
on supporting customers not your products and services. Moreover, as the most vital interface between your company and your customers, Customer
Service is your best source of information on what customers need and expect. In fact, companies distinguish their products from those of competitors by
offering tiered support services and service-level agreements.
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Marketing Plan