Customers Come First

Risser, June Lee
November 2003
Marketing Management;Nov/Dec2003, Vol. 12 Issue 6, p22
The article discusses the functions of truly customer-driven firms. There are several sure signs that a company is facing roadblocks to becoming truly customer-driven. Sources of customer insights are used for specific applications rather than combined in meaningful and timely ways to better understand and serve customers. Claims of putting the customer first do not match the reality inside many companies. To tear down the roadblocks to becoming truly customer-driven, companies must establish marketing as a strategic capability of the entire organization, not just an independent function operating in a silo. While the challenges may seem great, the rewards of understanding and delivering value to customers are even greater in achieving profitable, top-line growth. Customer segments are identified but not actionable. While customer segmentation has come a long way from the days of simple demographic segmentation, it remains a critically under-utilized effort in many organizations. Another issue with customer segmentation is the lack of focus on high-value segments. Companies may treat all segments equally, without knowledge of those specific segments that contribute more to the bottom line. Company and individual measures of success emphasize volume, sales and market share.


Related Articles

  • Just bouquets. Agee, Tom // NZ Marketing Magazine;Nov97, Vol. 16 Issue 10, p57 

    Reports on the awakening of New Zealand businesses to new marketing concepts of building relationships with customers, better customer service and exceeding customer expectation. Gaining of differentiation providing better service than the competitor; Implementation of service within the...

  • The Corporate Panacea: Applying Quality To the Sales Process. Monroe, Charles M.; Cox, Charles A. // American Salesman;May2002, Vol. 47 Issue 5, p10 

    Focuses on the significance of applying quality to the sales process of a company. Approach that can be used by companies to increase sales; Reasons for the application of quality improvement to the sales process; Factors which are significant to the sales process; Types of customer requirements.

  • PACKAGE DE SERVICES ET SITES MARCHANDS DU COMMERCE �LECTRONIQUE. Pach�, Gilles // Revue Fran�aise du Marketing;2002, Issue 188, p91 

    In spite of several failures that the media have talked about to great extent, the B2C e-commerce has developed greatly since the mid-nineties. Many academic works have been dedicated to this topic in Europe and North-America. Most of the present the performance of logistical service as a key...

  • PLANNING RULES VS. MARKET REALITIES. O'Shaughnessy, John // Management Review;Apr86, Vol. 75 Issue 4, p35 

    Discusses key issues concerning marketing in the U.S. Knowledge of customers' needs and catering to those needs; Importance of product innovation; Policy implications on management strategies.

  • Lessons from the Fall. McCarthy, Cathleen // Lapidary Journal Jewelry Artist;Sep/Oct2015, Vol. 69 Issue 5, p12 

    The article focuses on the jewelry business management including the development of online marketing, the development of customer service, and the creation of production line in the jewelry industry.

  • 3 Unique Ways to Get Referrals. Ursrey, Lawton // Hudson Valley Business Journal;10/25/2013, p4 

    The article provides tips and information on how to get more referrals in doing business with clients in the U.S. It highlights the importance to conduct a special event and invite friends and clients sponsored by owned business. It also emphasizes the co-brand technique wherein the business...

  • MARKETING PARADIGM SHIFT WORLDVIEW AND SERVANT MARKETING MODEL. Hitrec, Miodrag; Glavaš, Dražen // Enterprise in Transition: International Conference Proceedings: ;2003, p1642 

    The article discusses the representation of network economy relationship marketing on building and enhancing sustainable relations to customers. The authors presented a framework for conducting marketing strategy and operations. It is mentioned that framework calls for integrating demand...

  • ROCKY II. Hackett, Otis // Motorcycle Product News;Aug2008, Vol. 34 Issue 8, p58 

    The article discusses the significance of measuring in marketing in the U.S. It states that measuring the results against the opportunities is one of the best way to check if the team is maximizing all marketing opportunities. It emphasizes that measuring can help evaluate the impact of the...

  • Customer Selection. Wyner, Gordon A. // Marketing Research;Spring2000, Vol. 12 Issue 1, p42 

    The article focuses on customer selection. By continuously improving its understanding of customers over time, the firm should improve its ability to attract the most valuable customers and learn to avoid or improve the value of less attractive ones. Customer-selection processes are defined by...


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics