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In recent years, The theory of marketing "shift from product orientation to consumer/customer orientation" has aroused heated discussion in enterprise decision-making. Today's users can easily access and share information about their products and the bad brand experience they have encountered, with unprecedented speed and breadth. This allows the enterprise to generate more power, to find ways to make customers before and after the purchase has a pleasant experience.

"Customer demand" drives everything

The consumer/customer orientation means that the enterprise should think from the point of view of the user rather than the producer. Understand the problems faced by users and provide solutions to these problems. Fall to the marketing level, how to make "consumer/customer-centric" in the enterprise and marketing play a strategic role? It's a good idea to come from Sweden's Mt.

3721.html ">2014 year March, the Research and Development center of mountain-Vic materials was established in Zhenjiang, which not only provides business support, but also provides technical training courses for sales team and customers, and develops according to the needs of local customers.

The establishment of the Research and Development Center has changed the feedback flow of the company to the customers ' opinions. "In the context of China, the response rate is very important, and Chinese customer demand is often unique," Zhiqiang said, according to Zhiqiang, president of the Greater China region. Now, information about customer needs, vertical and horizontal communication-vertical from the local market to the headquarters, looking for similar cases, at the same time, horizontally through the local market research and development centers, sales and production departments, for the needs of Chinese customers to provide solutions.

"Most of the projects in the research and development center begin with the specific needs of the customers, starting from the needs and finding solutions." From this point of view, the research and development center itself is customer-oriented. "said Petra Einarsson, chief executive of material technology at Mount Tevez. She has a "client-oriented" spirit deep in every department.

In the mountain of the material technology sales, marketing department set up a "key customer system." The top 25 major customers contributed to the overall sales of the mountain-Vic material technology by 35%. The sales staff responsible for these key accounts report directly to top management each quarter. "Keep a close relationship with customers. 24 Hours of direct communication, customer presence in our company operations, ' customer-oriented ' is our drive and foundation, ' Petra Einarsson concludes.

Marketing has a three-year Perspective

However, it is not easy to shift from understanding to taking practical action. This also shows the final and critical part of the "customer-centric" strategy-execution.

Often, when employees understand the needs of their customers, they are "trapped" by their own corporate structure because of the "invisibility" of different business units and responsibilities. Providing customers with products and solutions is an inevitable answer, but this requires the collaboration of different departments.

How to implement "customer-oriented" to cross-sectoral cooperation? How to let the marketing staff's understanding of the customer smoothly extend to every corner of the enterprise? The answer is to make the marketing people's words in the enterprise strategic development has a pivotal position.

In mountain-VIC materials technology, marketers are the combination of brand managers and technicians who are responsible for long-term planning of product portfolios. For example, when planning tubing as a product mix, what technologies will they need to see in the next three years? What needs do customers have? What products are developed for this? The clue to the development Center's project is from the marketing department, "although the actual research and development work is carried out by the Research and Development Center, the marketing staff is our antenna, Understand what we need to do from a consumer perspective. And the sales department is to understand what customers need at that time, local, and then transfer such requirements to the relevant departments within the company. "Petra that the sales department provides a one-year perspective, marketers provide the next three years of perspective, between the two because the route matching, so there is no" marketing can not be converted to sales "contradictions.

Marketing and sales people share the same weight in developing corporate strategies. Marketers will tell businesses what they need, what businesses need to do, what exhibitions they're going to take, and what marketing activities they have, and that researchers are also involved in the discussions and agree.

Can not be perfect, have to respect

In 2008, Canadian singer Dave Carroll, after a nine-month claim for his 1800-pound Taylor guitar that was broken by United's baggage carrier, produced a music video called "United Broken Guitar", which was uploaded to the famous video website YouTube In just 10 days, the video received nearly 4 million clicks, quickly became one of the most red video on the Internet. United's share price fell by 10% in the week-after period, and its market value shrank by $180 million.

This "sky-high guitar" moment reminds Petra Einarsson "to be quick feedback and timely action to customers ' opinions".

Customers don't need you to be perfect and never make mistakes, and what they expect is that you can respect them. When things happen, it's possible to be a gift from a client, because if you do it right and make sure they're satisfied, you have a chance to understand them, generate trust, and strengthen relationships.

In the use of digital platform marketing, including social media, most companies go earlier than business-to-business, two types of marketing activities are different, but the difference is technical, its strategic nature is consistent-social media is an indispensable platform for communication. At present, Mount Tevez has begun to focus on social media, from the group level, starting from everyone, all managers have blogs, social accounts, for internal communication and team building. Communication with clients on social media will be the next move.