2. Listen to the customer
· The
customer orientated company listens to its customers as
individuals and understands their perceptions, expectations,
needs and wants.
3. Define marketing as market intelligence
· The
essential purpose of a formal marketing function is to be an
expert about the customer, and to provide the information
managers need to be customer focused and market driven.
4. Make customer value the guiding star
·
Customer value is defined in the marketplace, not in the
manufacturing plant.
5. Let the customer define quality
· Use
customers expectations as the benchmark. Total quality
management is the process of meeting and exceeding customer
expectations.
6. Build customer relationships and loyalty
· Customers,
not products are the lifeblood of the business.
7. Commit to continuous improvement and innovation
· To
maximize the value of customer relationships and build
loyalty, the company must be able to create new products and
services that enhance the value of the relationship.
8. Grow with partners and alliances
·