Per avere clienti fedeli non basta avere un buon prodotto e promuoverlo con una comunicazione efficace, ma essere ECCELLENTI in ogni istante di contatto del cliente con l'azienda.
Diventa fondamentale comprendere "l'esperienza" , ovvero la storia che il cliente live moment by moment in their relationship with the company. However, today not only evaluates the customer purchased the product but the organization as a whole, so also the manner in which the company is organized. It speaks of this "vetrinizzazione company" : not only the product or service, but the entire organization is under the ogli customers constantly that, strictly, the stare. This requirement distorts the very way in which companies have traditionally been structured. In the past, were following one of these two models :
- GUIDANCE TO PRODUCT : a company in the organization was responsible for inventing and building new products and marketing had to find the best way to promote and sell;
- marketing orientation: the organization in a company (the marketing people) listened to customer needs and then transferred these needs to those who involved in producing a good or a service.
According to these two models lies at the marketing experts how to manage the promotion of a product or a service. Spread in an enterprise client-centered approach meant to ensure that all business functions (production, marketing, IT, etc.) simultaneously work to improve the customer experience.
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