Читать книгу A Customer-oriented Manager for B2B Services - Valerie Mathieu - Страница 12

The literature on customer orientation has been built around two approaches that are more complementary than truly opposed: the cultural approach and the behavioral approach. The cultural approach speaks of a state of mind, values, beliefs and attitudes, rituals and even a philosophy, centered on the customer in order to create maximum satisfaction and achieve the ultimate goal of long-term profitability². The behavioral approach is more operational and focuses on understanding the conditions for implementing this orientation. It questions the organizational behaviors to be implemented, the organizational and managerial structure to be put in place and the actions to be taken to make this orientation effective³. More specifically, we are looking at the conditions that will enable the organization to understand the market, to anticipate its changes and to respond favorably. Information is at the heart of this behavioral approach: the collection of information, its dissemination and its translation into strategies, decisions and actions.

Today, we find these two questions in the company: how to spread an actual customer culture within the organization and also how to implement strategies, actions and behaviors that are truly customer oriented.