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Customer orientation is the set of beliefs in sales that says that customer needs and satisfaction are the priority of an organization. It focuses on dynamic interactions between the organization and customers as well as competitors in the market and its internal stakeholders. It involves a continuous improvement in business processes. It is “the business seen from the point of view of its final result, that is, from the customer’s point of view. ” Customer orientation and sales orientation are two extremes in dealing with customers.

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A salesperson can never adopt both attitudes in serving a customer. Customer orientation places an emphasis on listening to customers (e. g. , I try to find out what kind of product would be most helpful to a customer) and dialogue (e. g. , I try to get customer to discuss their needs with me). Customer-oriented salespeople tend to exhibit behaviours that enhance long term customer satisfaction, possibly at the expense of immediate sales. Marketing Concept

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The marketing concept holds that the key to achieving organizational goals consist in determining the needs and wants of target markets and delivering the desired satisfactions more effectively and efficiently than competitors. It consists on focusing on concentrating on market focus, customer orientation, coordinate marketing and profitability. Customer Orientation Customer Orientation requires the company to carefully define customer needs from the customer point of view not from a product or company point of view. There are two types of customers, new customers and repeat customers.

It is much more costly to attract new customers than to retain current customers. The secret is customer satisfaction. By satisfying a customer: they will buy again, talk favourably to others about the company, pay less attention to competing brands and advertising, buy other products that the company later adds to its line. It has been shown that a satisfied customer will on average tell three people about a good product experience where as a dissatisfied customer will on average tell eleven other people about a bad experience.

These figures are quite significant as it To avoid this outcome, there are measures that can be taken to reduce the possibility… Dissatisfaction can be reduced by maximizing the opportunity to complain. 96% of unhappy customers never tell the company. If the complaint is resolved between 54% and 70% of the customers will do business again so this is an important. Customers with complaints satisfactorily resolved tell an average of five people. Compared to a possible 11 people, this is a huge reduction therefore it is important that complaints are resolved to satisfy the customer.

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