MODULE I |
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A company in which the employees are not included into the marketing concept
can not have the desired success. Including the employees into the overall marketing
strategy can be just as important as the targeted customer marketing.
The general goal of all people employed in a company has to be the good co-operation
in the order of the customer. This goal should even be raised to the highest
goal of the whole enterprise.
Some principles of customer care:
3. Who
is a customer ? Self contemplation in connection with the consumer's everyday
life
Everyone of us is a customer, no matter whether it is a friend, neighbour or
colleague. Being a customer however also means consuming goods, products and
services on a regular basis. The everyday life of a consumer is characterised
by own expectations and own consumer behaviour. So, as a customer we all already
made buying experiences and thus experiences with salesmen. These experiences
help us to realistically value purchase situations.
Briefly said, one can not sell everything to a customer if he enters a shop.
Also not, if a craftsman comes to the home of a customer to make a repair and
advises him about water and energy saving measures on this occasion. The customer
has a special position and he knows that very well. One can say that the customer
of today is self-confident and well aware of his power. Consumer associations,
the German Foundation for the Testing of Goods (Stiftung Warentest)), the media
and recently the Internet have all contributed to the fact that today's customer
has turned into a "customer of age". One has to take this in mind in every customer
conversation.
Increasing school education and an improved criticism ability, particularly
of the recent generation of young people, demand a reorientation in regard to
the handling of customers. Due to the above mentioned sources of information
and also thanks to numerous new energy counselling agencies, the customer, especially
in the sanitary, heating and air-conditioning sector, is very often up to date
with the newest technological developments. So, he certainly will not be very
happy if a craftsman is not well informed about e.g. the newest public financial
support guidelines about solar energy use or about new technologies available
in his sector.