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).

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