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Home » Marketing » Customer Concept

Customer Concept

December 13, 2024 | By Hitesh Bhasin | Filed Under: Marketing

The Customer concept is a 4 stage model which shows how the organization can achieve growth by capturing and retaining its customers. The customer concept model can be used to determine where the organization stands in terms of serving its customers. This model can be used in product market as well as the service market. Here are the four stages of the customer concept

Customer Concept

Table of Contents

  • 1) Starting point
  • 2) Focus
  • 3) Means
  • 4) Ends

1) Starting point

Over here the customer is just an individual who falls in a Target group. Thus the first thing which the organization needs is to know the Segmentation, Targeting and positioning.  Once the customer has been defined its time to move to the next phase.

2) Focus

In this stage, the organization needs to focus on the customers needs and wants as well as the value it provides for the customer. What is it that the customer exactly wants? . It is very important that the organization stays in sync with the continuous changes in the business world. Thus it needs time to time gap analysis as well as market surveys and research to focus on customers needs and wants.

3) Means

What are the means available for the organization to deliver value to the customer? In this stage, it is very important for the organization to connect each and every function of the organization so as to form a Value Chain. The services should be connected to sales which in turn should be in sync with the manufacturing so on and so forth. You can refer the value chain to understand how customer value can be created in an organization. Along with this, integration of multiple sales channels is also important.

4) Ends

Customer share, customer loyalty and customer lifetime value are three concepts which can define the customer equity of the organization. Thus this is the last stage of the customer concept wherein the organization has to ensure that it has kept its customers satisfied, that the organizations customers have become “repeat customers” and finally that they remain a customer for a lifetime.

Liked this post? Check out the complete series on Customer Management

Also Read  Understanding Consumerism & how it depends on level of involvement of customer

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About Hitesh Bhasin

Hitesh Bhasin is the Founder of Marketing91 and has over a decade of experience in the marketing field. He is an accomplished author of thousands of insightful articles, including in-depth analyses of brands and companies. Holding an MBA in Marketing, Hitesh manages several offline ventures, where he applies all the concepts of Marketing that he writes about.

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Customer Management Module 1 to 4
Module 1: Foundational Concepts
  1. Consumer vs Customer
  2. Customer Concept
  3. Customer Persona
  4. Customer to Business
Module 2: Understanding Customers
  1. Types of Customers
  2. Customer Profile
  3. Customer Profiling
  4. Customer Analysis
  5. Customer Insights
  6. Customer Expectations
  7. Customer Perception
  8. Customer Interest
  9. Customer Attention
  10. Customer Desire
  11. Customer Value
  12. Customer Experience
  13. Customer Journey Mapping
  14. Customer Experience Management
  15. Customer Experience Strategy
Module 3: Internal Customers
  1. Internal Customer
  2. Internal Customer Care
Module 4: Engaging with Customers
  1. Customer Engagement
  2. Customer Relations
  3. Customer Relationship
  4. Client Relationships
  5. Customer Relationship Management

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