Record Details

Prerequisites for Customer Orientation

European Journal of Multidisciplinary Studies

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Field Value
 
Title Prerequisites for Customer Orientation
 
Creator Schlögl, Erwin
 
Description A highly competitive global market means numerous opportunities as well as numerous threats and challenges. Products become increasingly indistinguishable. Companies need therefore to develop concepts and strategies for relationships with their customer. For this purpose, a comprehensive consideration is necessary. The shift from transaction marketing to relation marketing already took place, and the focus is on the customer. Customer relationship management seems to provide possible solutions for competitive markets. The CRM hype is ongoing even though failing rates of CRM implementations up to 75 percent are reported. One of the success factors for CRM implementation is orientation toward the customer. Customer orientation requires various different measures like change management, cross functional collaboration, process management, employee commitment and the support as well as the encouragement from the owners or investors of a company. Internal marketing is necessary to convince employees to switch from functional to cross functional thinking. Customer orientation is a strategy, a journey and a long term undertaking and requires continuous review and improvement. The paper provides with a comprehensive insight on necessary factors for a customer orientation.
 
Publisher EUSER
 
Date 2017-10-06
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Identifier http://journals.euser.org/index.php/ejms/article/view/2845
10.26417/ejms.v6i2.p343-352
 
Source European Journal of Multidisciplinary Studies; Vol 2 No 7 (2017): EJMS September December 2017 Nr. 2; 343-352
2414-8385
2414-8377
10.26417/ejms.v6i2
 
Language eng
 
Relation http://journals.euser.org/index.php/ejms/article/view/2845/2785