Customer oriented business approach

The modern marketing concept is a concept that embraces an understanding that marketing activities focus on consumer oriented or we can say customer oriented business. This concept is very popular, because of the marketing activities of this concept is built on assumptions of the customer management  services as follows:

1. More customers know what they need.
2. Orientation to customer needs as the main target for the success of marketing activities.
3. Marketing research helps in determining customer needs exactly.
4. Satisfied customers will appreciate the producers with a repeat purchase.
5. The difference bidding which is competitive is important for customers in identifying products of interest.

In such; marketing concept  a customer seen as part of a changing environment, marketing activities executed to drive business with a varied mix of activities based on below principles.

Customer oriented marketing definition

Before talking about customer oriented marketing approach and it's activities. Let's knowing what is the definition of customer oriented marketing.

First of all, you have to know the definition of customer oriented (in business term).

Customer oriented is business activities which is focusing on and related to needs/interest of customer. In other words, it is an approach to focus on helping customer to provide their needs and wants for satisfying and retaining customers.

So, customer oriented marketing is defined as a marketing approach with customer in mind. Therefore customer oriented marketing approach must perform marketing activities from customer's point of view.

Customer oriented marketing business approach

1. Process management marketing is performed to recognize, anticipate and satisfy customers in order to get profitable business.

2.The fundamental activities of policy-making that focuses on the selection and development of products are best suited for sales, promotion and distribution in order to achieve optimum results.

3. Focus and concentrate the use of capital resources and effort for a specific purpose.

4. Marketing is started from the knowing of the need and desire of customers, after getting customer's need you can :

 - Create value for customers

 - Achieve a differential advantage over the competition

5.The principle of functional marketing is a positive business activity, designed and developed to satisfy stakeholders.

Critical issues in customer oriented approach or customer management services are how:

- Optimize customer lifetime value

The number of the total value of benefits are obtained from customers in all customer life cycle. Hence the marketing concept based on a customer value will be able to maximize a return for shareholders, to maintain the company's competitive advantage, and to help facilitate companies in developing value for customers.

- Creating a customer equity

Customer equity is the total lifetime value of all the customers of a company. Thus, the more loyal a customer the higher the customer equity.

- Establish customer relationship

Customer relationship is a marketing concept that emphasizes the consumer as a partner. In business practices, it can be formed from the aspects involved in the business. The goal is to produce high customer equity.

There are five levels of relationship building with customers:

1. Basic marketing: the seller just selling product.

2. Reactive marketing: the seller sells the product and convince customers to call if you have any questions, comments or complaints.

3. Accountable marketing:  sellers calling customers to find out whether the product meets their expectations and to ask customers about the proposed improvement of the product.

4. Proactive marketing: sellers contact customers from time to time with suggestions about the benefits of the products have been developed.

5. Partnership marketing: the company works continuously to help improve performance for its customers.

Companies that operate based on  a customer partnership, which is supported by the customer's database and develop an interactive communication with consumers (in other words to hear a voice of customer), will be able to easily establish and strengthen customer loyalty. It is believed by experts and practitioners of marketing.

Related articles:

Experience oriented approach
Market oriented approach
Customer oriented marketing concepts
Customer value marketing concepts