The importance of building a connection with
Undoubtedly, nowadays the customer is the king and this is the result of
production overcapacity. It is well known that customers are extremely important to any
company because a customer is the one and only individual that can tell you how well
you are doing. Not by growth charts and sales figures, but by telling you exactly how it
feels to be in the position of a buying customer.It is customers, not goods, that are in
short supply. They are the resource upon which the success of the business depends..
In my opinion, most companies pay more attention to their market share than to
their customers satisfaction and as technology becomes more and more advanced, many
businesses are losing sight of the importance of connecting with customers.
As Phillip Kotler says , "It is no longer enough to satisfy your customers. You must
Have you ever wondered how can a company cultivate strong customer
relationships? What are customer value, satisfaction, and loyalty? What is the lifetime
value of customers, and how can marketers maximize it? How do consumer
characteristics influence buying behavior? How do consumers make purchasing
decisions? What is the business market, and how does it differ from the consumer
market? These are just some of the questions whose answers will be presented below.
When thinking about the connection with customers it is useful to remember the
following points: Long-term Loyalty Relationships, Consumer Markets, Business
Markets, Market Segments and Targets.
Creating long-term loyalty relationships
Nowadays, companies are confronting with their hardest competition ever. The cornerstone of
a well-conceived holistic marketing orientation is strong customer relationships. Marketers must
win customers by connecting with them - listening and responding to them, informing, and
engaging them, and maybe even energizing them in the process.
When thinking about the importance of connecting with customers, businesses need to
examine what behaviors breed customer loyalty. At one time, when businesses dealt directly with
customers, strong interpersonal connections were formed. For example, when a business used one
vendor over another, the chosen vendor went the extra mile to ensure that the business remained
with him or her, leading to solid customer loyalty. In fact, that loyalty could be so strong that if a
customer considered switching to another vendor, he or she often went to the current vendor to see
if there was any way to remain in business together.
Building Customer Value, Satisfaction, and Loyalty
The only value your company will ever create is the value that comes from customers-the
ones you have now and the ones you will have in the future. Businesses succeed by getting,
keeping, and growing customers. Customers are the only reason you build factories,hire employees,
schedule meetings, lay fiber-optic lines, or engage in any business...