Managing Customer Connections

Marketing is perhaps best understood as the function that manages the three primary connections between the organization and the customer.

o The customer-product connection: This involves linking the customer to the focal offering, particularly the knowledge and skills to discover customer needs and connect them to product design.

o The customer-service delivery connection: Included here are the design and delivery actions involved in providing a firm’s goods and services to the customer (for example, the performance of frontline sales and customer service employees).

o The customer-financial accountability connection: This refers to activities and processes that link customers to financial outcomes (for example, the link between customer satisfaction and profitability or customer retention efforts and financial outcomes).

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please contact www.asifjmir.com, Line of Sight

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