What do your customers think about? To guess or to know?
Journal Title: ACCESS: Access to science, business, innovation in the digital economy - Year 2021, Vol 2, Issue 2
Abstract
The customer is central to any company’s activity. Although this is the fundamental truth, many companies turn their attention to the customer only when sales decrease. This article tells how to prevent the negative changes. This article will not reveal the communication strategy elements for interacting with customers, neither will it consider building the necessary IT infrastructure for its implementation, it will rather address the basics of developing approaches to interacting with different types of customers. These approaches are based on customer needs and, most importantly, their expectations, which can be recognized and hidden, that is, those that cannot be reflected in a contract or similar regulatory documents. The global best practice of interacting with customers is based on application of different approaches to different customer types. Moreover: approaches to interacting with customers should bring not only immediate economic effect, but also work in all areas in the long term on a systematic basis - that is, help to turn potential and new customers into regular and loyal, the most valuable to the company.
Authors and Affiliations
Ivars LINDE, Dmitry PHILIPPOV
Keywords
Related Articles
- EP ID EP691890
- DOI 10.46656/access.2021.2.1(2)
- Views 165
- Downloads 0
Analysis of supply and demand in the labor market of Ukraine: regional aspect
This article is concerned with the analysis of supply and demand for labor in the regional labor market of Ukraine on the example of the Dnipropetrovsk region. The article presents the analyzes of such theoretical issues...
Sustainable development goals progress in the European Union: correlation with EEPSE green economy index
The international scientific community has long acknowledged the importance of analysing green economy. At the same time, there is a need for developing a comprehensive index, which would embrace all the aspects of green...
Decision-making in conditions of dilemma: risks and mixed information uncertainty
In modern conditions of crises and instability of the functioning and development of socio-economic systems, an important problem of providing management tools and making effective decisions is the development of models,...
Storytelling and speech act theory in knowledge management: the potential of synthesis
The problem of converting the implicit knowledge of employees into explicit knowledge of a business entity (a firm) is considered from the perspective of a combination of knowledge management theory in so far as it relat...
Innovation capability of women and men managers: evidence from Kazakhstan
The relationship between gender and managers’ innovation capability is not thoroughly investigated, and the innovator’s contribution and men and women’s impact on innovation management is not clearly stated in the resear...