Customer Orientation
Customer Orientation

خانه Customer Orientation

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Customer Orientation


In today’s business world, competition is rapidly expanding. This competition has become a battle for quality and the customer. In this war, the rules of the game are changing day by day. Customers are becoming more knowledgeable every day and their expectations are rising sharply. The slightest negligence leads to customer dissatisfaction, disconnection from us and attracting customers by competitors, and this is in fact a big failure for our business and the continuation of these failures will lead to defeat in the war and the death of our business. In fact, it can be said that the customer as the person on whom the life of our business depends is the most important asset of our organization and today maintaining and adding to this asset is the main priority of leading organizations in the market. Now let’s see how this great capital can be maintained and added to it? To answer this question, we must first know the customer and understand his real needs.

Customer from Mahatma Gandhi’s point of view:

The customer is the most important observer of our activities

He does not depend on us, we depend on him

The customer in our work is not a fleeting goal, but the customer is the goal and end of all our actions.

He is not an outsider in our organization, but the customer is part of our organization.

We do not favor the customer with the service we provide, but he gives us the opportunity to continue working and he is kind to us.


  • Golden principles of customer orientation:
  • Customer orientation begins with hiring every member of the organization
  • Respect is essential everywhere and for all customers
  • Customer orientation Coping with incompatible customers
  • Customer complaints are the cheapest way to get to know customers
  • Manage customer communication by listening
  • Employee satisfaction is directly related to customer satisfaction
  • The client is the invisible and ultimate arbiter of success or failure
  • No one has to deal with us
  • Honesty and reputation are the gateway for customers to enter the organization
  • Certainly customer preferences are different from yours
  • The customer judges based on your appearance and the appearance of your environment
  • The client is our first advisor for continuous improvement because the client knows our needs better than anyone else
  • Customer acquisition is easier than customer retention and customer retention is easier than customer satisfaction
  • The cost of attracting a customer is more than the cost of customer maintenance and the cost of customer retention is more than the cost of customer satisfaction
  • The customer has the first and last word
  • Honestly respect the word and the right of the customer
  • Advertising is enough, give information about everything
  • Always be positive in communication and 1
  • Start with a positive “I’m fine – you’re fine” mindset
  • We must listen to what the customer says and make the speed of response the first principle of customer satisfaction
  • Communicate, communication is a ping pong game. If one does not play, the game will not be played, so give the customer a chance to talk.
  • Winner – Winner Think, the closest way to failure is to insist on winning over the customer
  • Our relationships, willingly or unwillingly, shape customer satisfaction. Solve problems as much as possible with the help of the customer
  • Never discriminate against customers because respect for “everywhere” and “for all” customers is essential.
  • Even if you are sure that you have the right to avoid arguing with the customer
  • Never leave customer calls unanswered
  • If you do not take care of your customers, others will.
  • Never feel that whatever you could have done for the customer, always think of better service
  • Even if the enemy comes to buy, you must satisfy him with all your might
  • Recognition is the first step to achieving customer satisfaction, so it is necessary to identify and anticipate the changing needs of customers
  • The customer is satisfied when he is treated with respect an friendly and useful services are provided to him
  • Your own satisfaction is part of customer satisfaction
  • 50% of customer dissatisfaction is always due to ignorance


According to Professor Cutler, the customer is a part of the intangible assets of the organization that is not in the financial balance sheets of the organization and this has led to the negligence of managers and executives of the organization to them.

In Iran, since supply has always been less than market demand and demand, what played a major role in the market process were producers and sellers, and the producer, in order to be profitable, produced goods of poor quality and the seller produced them. It was put up for display in shop windows, and what the buyer did not pay attention to was his expectations and tastes. The buyer also had to provide appropriate goods and services to meet the needs and expectations. But today, with industrial advances in the competitiveness of industries, although the scope of the relationship between producer-buyer and customer-buyer is changing to customer orientation and customer-production relationship.
In customer oriented strategy, marketing is considered as a market leader. Marketing in a customer-oriented environment in order to the needs and tastes of the customer seeks to plan and create a new market, marketing and marketing. Marketing as an intermediary bridge between the organization and customers provides the needs of customers to the organization and the vision of the organization and its products and services to customers in this process, interaction to increase productivity and efficiency of innovations and innovations to improve the status of goods The products produced create new goods and services in accordance with the expectations of the audience and the customer.
That is why marketing as the backbone of industry and services in the market and economy process is considered by economists, marketers, investors and industry owners and they consider themselves in need of this science and technology. But since the marketing phenomenon in Iran is not very long and deep-rooted, to prevent errors and entropy, we need to use the experience of countries that have a longer history in this field.

Customer relationship management workflow
Author: persian / Date: 2017-10-26
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