Prerequisites for Customer Orientation

Erwin Schlögl
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Erwin Schlögl: University of Applied Sciences Burgenland

European Journal of Multidisciplinary Studies Articles, 2017, vol. 2

Abstract: 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 strategiesfor relationships with their customer. For this purpose, a comprehensive consideration is necessary. The shiftfrom transaction marketing to relation marketing already took place, and the focus is on the customer. Customerrelationship management seems to provide possible solutions for competitive markets. The CRM hype isongoing even though failing CRM implementation rates of up to 75 percent are reported. One of the successfactors for CRM implementation is orientation toward the customer. Customer orientation requires variousdifferent measures like change management, cross functional collaboration, process management, employeecommitment and the support as well as the encouragement from the owners or investors of a company. Internalmarketing is necessary to convince employees to switch from functional to cross functional thinking. Customerorientation is a strategy, a journey and a long-term undertaking and requires continuous review andimprovement. This paper provides a comprehensive insight on necessary factors for customer orientation.

Keywords: CRM; customer orientation; change management; cross functional; process management; JEL Classification: L61; M10; M15; M31 (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:eur:ejmsjr:277

DOI: 10.26417/ejms.v6i2.p343-352

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