A bit of history of customer-oriented strategy
The customer-oriented approach is a commercial development approach based on the strategy that puts the customer at the heart of your business development.
The customer-oriented approach was born in the late 90s and early 2000s, when the Internet began to be used by a large part of the population and in companies. It first appeared in large companies that faced tough competition. The goal was to build a win-win relationship with their client so that they are less likely to go to the competition.
At that time the customer-oriented strategy was essentially in pre-sales and after-sales.
With the advent of the internet, competition has become stronger and more widespread at all levels, regardless of the market. Customers are more and more informed, they learn, compare before deciding. Nowadays, customer-oriented stretagea is indispensable throughout the entire commercial chain.
Customer orientation is therefore at three levels: customer acquisition, sales development and customer loyalty. If we focus on only one of these three aspects, it is not the customer relationship.
Principle of Customer Oriented Strategy
The principle is simple. It’s about choosing the customers of the company, those who understand the value that the company brings them and then conquer it, develop sales with them and build loyalty. This principle has three things:
1- extend the life cycle of a good customer, while leaving other customers to your competitors
2- Develop your sales serenely
3- Co-develop new products or services with your customers, to conquer other markets.
How to implement customer-oriented strategy in your company?