Customer focus is a fairly new concept for Russian business. The rapidly developing economy forces us to look for non-standard moves to attract new customers. That is why it is so important to take into account the interests of current and potential customers for business development.
What is customer focus
Customer focus is the focus of the organization as a whole and employees in particular to meet all the needs of customers.
To withstand the competition, you need to adhere to a number of rules, including attracting new customers and retaining regular customers. To do this, it is necessary to develop a marketing program focused on the needs and wishes of real and potential clients, partners or customers.
The program may include:
- a number of discounts and bonuses for wholesalers and regular customers;
- promotional offers;
- special services targeted at a specific group of clients.
Businesspeople start to be interested in customer focus more often if they want to increase sales, increase the number of customers or get more profit than in the previous reporting period. In other words, customer focus is a tool that allows you to get new loyal customers, thereby increasing the organization's profits.
Customer-oriented company and its employees
There is a division into a customer-oriented employee and a customer-oriented company. For successful work, it is important that the company's policy is aimed at meeting the interests of the client.
The company develops precise rules for the behavior of employees when communicating with customers. According to this document, the company recruits, trains and supervises the work of personnel.
To develop such a regulation, the company must initially set the correct priorities in work and behavior in conflict situations. In the field of sales and services, this usually concerns the rules for communicating with customers, returning or exchanging goods, refunds for poor quality services and various bonus and discount promotions.
A customer-oriented business is designed exclusively for the long term, and over time, these efforts pay off in the form of regular customers and stable income. Enterprises that do not care about the needs of their customers are rapidly losing their reputation and become "fly-by-night". A customer-oriented company always first invests in advertising and reputation, but after a while it gets good dividends from it.
A customer-oriented employee is an employee who knows how to identify, and sometimes even anticipate the needs of the client and fully fulfill them (within the framework of the law of the Russian Federation).
A customer-oriented employee is a very valuable workforce, because thanks to competent work with customers, the level of sales increases, new customers are attracted and, accordingly, the profit and reputation of the company increase.
Such experienced employees in the field of tourism, sales and personal services are especially appreciated. The main thing is not to go too far, as a result of the work, the client should be satisfied with the service, the purchased product or the service provided, and the company with the profit received and positive feedback.
Internal and external clients
External customers are people who turn to a company for a service.
Internal customers are directly employees of the company.
For successful work, the company needs to work not only with clients, but also with its own staff. Competent leaders value their staff and encourage and encourage them in every possible way. However, the most correct approach to work with personnel is a clear system of rewards and punishments. The employee must know his responsibilities and be motivated to work honestly and conscientiously.
Employees who are satisfied with the working conditions and the attitude of their superiors work better, which is reflected in their attitude towards external customers and the profit of the company as a whole.
There is a list of factors by which one can judge how client-oriented an employee is: calmness and a positive attitude; confident and friendly communication with the client; possession of information about the provided service or product; the ability to quickly adapt and find solutions in difficult conflict situations; competent speech and the ability to persuade; ability to maneuver and find a common language with different clients.
A competent leader must understand that customer focus is not just good service. First of all, it is necessary to train employees and introduce marketing techniques into the work of the company.
One of the well-known definitions of marketing: "Marketing is the process of anticipating and meeting the needs of the client with the benefit of himself." This is exactly the kind of foresight that should be trained company employees, ranging from ordinary salespeople and managers and ending with the composition of directors.
Another important skill for customer-oriented professionals is attentiveness. By observing and analyzing the behavior, requests, complaints and comments of customers, you can develop a number of very useful suggestions and methods to make the company more productive.
You shouldn't skimp on marketers, they are the ones who can take the company to a higher level.
Customer focus on the example of a hotel (hotel)
In the tourism business, such a factor as customer focus is very important. Many people, choosing a hotel or a hotel for recreation, largely rely on this factor.
An example is a number of additional services in the tourism business aimed at meeting the needs of its guests.
Special package for families with children:
- provision of cots (cradles) for babies;
- stroller rental;
- animation and holding children's parties;
- heated children's pool;
- playground;
- babysitting and pediatrician services;
- children's menu in the dining room;
- discounts for large families and kids up to a certain age;
- organization of excursions;
- rental of sports and children's equipment;
- transfer.
Active rest package:
- transfer;
- organization of group and individual excursions;
- disco;
- the opportunity to purchase tickets for various events at the hotel reception;
- car and scooter rental.
If the hotel is located in a beautiful natural area, marketers should make the most of this factor. The following services can be offered:
- fishing;
- horseback riding;
- bath or sauna;
- boating;
- paintball in a specially designated part of the forest;
- contact zoo;
- mini farm.
For the convenience of foreign guests, hotel staff must be fluent in English.
In tourism, the entire business is built on the principle of customer focus. The staff of a good hotel must anticipate desires and satisfy all the needs of the customers. In the tourism business, the main thing is the reputation and good reviews of vacationers. Satisfied with the service, food, leisure organization and living conditions, guests will certainly return to the hotel more than once and will certainly recommend it to their friends and acquaintances.
The main difference between a luxury hotel and just a good one is that you don't have to ask for anything extra. Guests get everything they need right away and more.
Customer orientation in the field of sales
When it comes to direct selling, customer focus is paramount in this industry. For example, home appliance stores provide customers with a number of free services:
- delivery;
- installation of equipment;
- consulting on operation.
Chain stores have their own websites and online stores. For the convenience of buyers, large shopping centers have elevators, escalators, play areas and children's rooms, food courts, beautiful locations and original interior design. All this provides a comfortable stay and pleasant emotions from shopping. Almost all salespeople aim for pleasant and polite communication, especially if they receive a percentage of their sales. As a result, people spend a lot of time in stores and spend more money.
It can be concluded that the organization's customer focus is based on three main principles: the company's striving to minimize customer problems during cooperation; detailed consideration of the problems and questions of the buyer with a complete and understandable explanation; conducting an estimated analysis of profitability from sales; formation of a decent level of service.
If the management of the company pays sufficient attention to customer focus, it will succeed. Satisfied customers will certainly advertise your business and leave good reviews, which will lead to its prosperity.
