Managing Customers Tutorial

Managing Customers Tutorial

In the What is Marketing? tutorial we noted that marketers make decisions which result in value to both the marketer and its customers. Throughout the Principles of Marketing Tutorials we emphasize the importance customers play in helping marketers meet their business objectives. To drive home this point, in this tutorial we concentrate our discussion on …

Managing Customers Tutorial Read More »

What is a Customer?

In general terms, a customer is a person or organization that a marketer believes will benefit from the goods and services offered by the marketer’s organization. As this definition suggests, a customer is not necessarily someone who is currently purchasing from the marketer. In fact, customers may fall into one of three customer groups: Existing …

What is a Customer? Read More »

Customers and the Organization

For most organizations, understanding customers is the key to success while not understanding them is a recipe for failure. It is so important that the constant drive to satisfy customers is not only a concern for those responsible for carrying out marketing tasks, it is a concern of everyone in the entire organization. Whether someone’s …

Customers and the Organization Read More »

The Importance of Good Customers

For marketers simply finding customers who are willing to purchase their goods or services is not enough to build a successful marketing strategy. Instead, as we note in our definition of marketing in the What is Marketing? tutorial, marketers should look to manage customers in a way that will “identify, create and maintain satisfying relationships …

The Importance of Good Customers Read More »

Challenge in Managing Customers

While on the surface the process for managing customers may seem to be intuitive and straightforward, in reality organizations struggle to accomplish this. One reason organizations face a challenge in managing customers is that no two customers are the same. What is appealing to one customer may not necessarily work for another. For instance, a …

Challenge in Managing Customers Read More »

Customer Contact Points

Another problem is that customers may interact with organizations at different contact points. Customer contact points are the method a customer uses to communicate with an organization. For instance, consider the different ways customers may interact with an organization: In-Person Assistance Customers seek in-person assistance for their needs by visiting retail stores and other outlets, …

Customer Contact Points Read More »

Customer Relationship Management

In order to overcome the challenges faced as they attempt to cultivate and manage customers, many marketers must continually conduct marketing research to evaluate customers to determine what they want. And, uncovering what customers want is made significantly easier if a company establishes methods designed to manage its customers. The most widely adopted method for …

Customer Relationship Management Read More »

Customer Service and Marketing

As we have noted, to effectively manage customers marketers must be concerned with the entire experience a customer has with an organization. While much of the value sought by customers is obtained directly from the consumption or use of goods or services they purchase (i.e., offers benefits that address a need), customers’ satisfaction is not …

Customer Service and Marketing Read More »

Customer Service Trends: Self-Service and Revenue Generators

Marketers have seen the customer service process evolve from an area that received only marginal attention into a primary functional area. In response to customers’ demands for responsive and reliable service, organizations are investing heavily in innovative methods and processes to strengthen their service level. Increase Customer Self-Service One major trend in customer service is …

Customer Service Trends: Self-Service and Revenue Generators Read More »

Customer Service Trends: Outsourcing

One of the most controversial developments impacting customer service is the move by many organizations around the world to establish customer service functions outside of either their home country or the country in which their customers reside. Called outsourcing, companies pursue this strategy to both reduce cost and increase service coverage. For instance, having multiple …

Customer Service Trends: Outsourcing Read More »