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How to Build A Customer-Focused Culture?

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Executives are spending more time today concerned about customer relationship management than ever before. Customer relationship management is an operational approach to represent knowledge management but in this case, it seeks to apply organizational knowledge in order to satisfy and exceed customer’s expectations.  Also, customer relationship management is an enabler for identifying and satisfying customer’s needs and manifests itself as a significant driver that motivates the development of relationships with customers. Scholars have proven that executives can build a customer-focused culture to improve customer satisfaction through acquiring additional knowledge from customers, developing better relationships with them, and providing a higher quality of service and/or products for them. Executives, today, are focusing on customer-focused culture. Customer-focused culture is to gather, evaluate, and disseminate information throughout the organizations. Executives can also build a customer-focused culture to acquire knowledge from various sources such as suppliers, customers, business partners, and competitors. This is similar to a value-chain approach. 

Furthermore, executives can inspire employees to network with more successful competitors by sharing successes to build alliances and not only enhance competition but communicate best practices as a way of keeping the highest standard of operation in the industry and being the go-to organization for successful modeling of profitability and customer service. This is an ongoing process and can be essential to identify the needs of customers and recognize changes in the business environment. In doing this, executives can foster a customer-focused culture through creating an inspiring view of the future and motivating employees to develop relationships with external environments to identify new opportunities that occur in an ever-changing hypercompetitive marketplace. This improves the quality of products, customer satisfaction, and impacts the return on assets, sales, shareholder value, and improves operational risk management, through satisfying customer needs and adding to financial success. Financial success is determined thorough aspects such as active response to environmental changes and customer focus. And executives can positively affect financial success with a stronger customer focus. Armed with these financial tools, executives can increase financial success. Financial success is what every executive is concerned about. 

In conclusion, now that we have identified that customer-focused culture has risen to a phenomenon that is worth understanding, learning, and using in organizations around the world. This article may be the answer executives need but may also lack the fundamental fortitude necessary to be an all-encompassing model to predict customer satisfaction. This article has started a mindset that encourages executives to investigate scholarly work to improve profitability, enhance customer service and improve shareholder value. Each executive plays a critical role in shifting organizations toward the creation of new services and products. Through the customer-focused culture, executives can contribute to new products and services to meet dynamic market needs, through higher expectations and stimulation for new and strategic opportunities to meet the needs of customers in the marketplace. 

 

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