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September 2024 (published: 09.09.2024)
Number 3(58)
Home > Issue > Customer focusion as a management technology
Kalyuzhnova N.Ya., Koshurnikova Y.E.
Customer focus plays an important role in enhancing competitiveness and creating a sustainable advantage for companies. However, in domestic literature, customer focus is not yet considered a full-fledged management technology. It is mainly perceived as a marketing concept for which clear evaluation criteria and measurement methods have not yet been developed. This article examines the main approaches to the concept of customer focus, and proposes a new author's vision of it as a management technology. In this approach, all business processes of the company are aimed at achieving the main goal - customer satisfaction. At the same time, the company's strategy is formed not only with the participation of employees interacting with customers directly, but also all employees, including participants in the supply chain: from manufacturers to service companies and the customers themselves. The key business processes aimed at satisfying customer needs are identified: collecting customer data, analyzing it, disseminating information within the company, developing and improving goods and services based on the collected data, interacting with customers and receiving feedback, training personnel and increasing their customer focus, as well as developing long-term relationships with customers. The article describes the methodology for assessing and implementing customer focus in a company. In the future, it is planned to develop qualitative and quantitative indicators for each highlighted aspect, as well as conduct an analysis of the application of this system in real conditions.
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Keywords: customer focus, classification of customer focus, elements of customer focus, assessment methods, business processes, marketing management technology.
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License
UDC 005
Customer focusion as a management technology
Customer focus plays an important role in enhancing competitiveness and creating a sustainable advantage for companies. However, in domestic literature, customer focus is not yet considered a full-fledged management technology. It is mainly perceived as a marketing concept for which clear evaluation criteria and measurement methods have not yet been developed. This article examines the main approaches to the concept of customer focus, and proposes a new author's vision of it as a management technology. In this approach, all business processes of the company are aimed at achieving the main goal - customer satisfaction. At the same time, the company's strategy is formed not only with the participation of employees interacting with customers directly, but also all employees, including participants in the supply chain: from manufacturers to service companies and the customers themselves. The key business processes aimed at satisfying customer needs are identified: collecting customer data, analyzing it, disseminating information within the company, developing and improving goods and services based on the collected data, interacting with customers and receiving feedback, training personnel and increasing their customer focus, as well as developing long-term relationships with customers. The article describes the methodology for assessing and implementing customer focus in a company. In the future, it is planned to develop qualitative and quantitative indicators for each highlighted aspect, as well as conduct an analysis of the application of this system in real conditions.
Read the full article
Keywords: customer focus, classification of customer focus, elements of customer focus, assessment methods, business processes, marketing management technology.
DOI 10.17586/2310-1172-2024-17-3-49-57