Читать книгу A Customer-oriented Manager for B2B Services - Valerie Mathieu - Страница 13

Customer orientation is an investment for the company. Specific resources will be mobilized to implement this new orientation. Disseminating a strong culture within the company, listening to the customer, collecting and analyzing information, relaying it and building offers that take this information into account are all direct or indirect investments for the company. The question of return on investment is legitimate. Does customer orientation have a positive impact on the company’s performance? Will this investment in customer orientation really be profitable? Will it allow the company to really build a sustainable competitive advantage? Will it be a means of differentiation from the competition? These are all questions that can be asked at the overall level of the company to validate a customer orientation, as well as for managers who wish to implement this orientation in their area.