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The Issue of Customer Orientation and Its Manifestation

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Companies have encouraged their salespeople to implement behaviour which are customer-oriented and which focus on the integration of marketing concepts and customer-oriented behaviours. The satisfaction of customers has been the guiding principle in the operation of many companies. Customer orientation has been described as a set of beliefs which are used in sales which postulate that customers needs and satisfaction has to be given priority in business and in the operation of an organization. It is a concept that focuses on the interaction between the organization and customers in view of the competitors in the market. It also looks at the issue of internal shareholders and how they relate to the operation of the business and the way in which they influence policies that are made in the operation of the organization. It is a process that involves continuous improvement of the business process. In this regard, it can be described as a business that is seen from the point of view of the final results of the business process. This means that the business process is seen from the point of the customer. The concept places more emphasis on the need to listen to the needs of the customer. In this regard, it tries to find out what kind of products the customer needs in the market and what response customer gives about the product that they are provided with. They are linked to the satisfaction of the customer. This concept as used in management can be seen as a way of staying closer to the customers or putting the customer at the to pf o the organization chart. This means that the customer becomes the most important person in the organization. The main focus of customer orientation is in production and in sales. (Berneisten, 2004) There are several behaviours which can bee is seen as customer-oriented. These are behaviour and actions that are aimed at meeting the satisfaction of the customers.These actions include thinking and talking about clients, assessing customer perception, resolving priority issue in favour of the customer, making amends for poor treatment of customers, employing any policy at hand in order to satisfy the needs of the customers, re-aligning processes and redeployment of resource which are geared toward ensuring high-quality services to the customers, and many other action all which are aimed at satisfying the needs of the customers. (Hunt, 2000)