Advanced Customer-Oriented Strategy: Customer Advocacy
Anneke Zwart, Student (University), Netherlands, Moderator
The development of the Internet has resulted in more powerful consumers than before. The Internet facilitates the gathering of up to date information about products and services before making a purchase decision. They are now able to verify organizations’ claims about particular products/services. Additional factors that have fostered customer power and involvement are: increased choice, better communication and the ability to easier make transactions.
Thus, costumer power and involvement have increased significantly. As a result, consumers nowadays do not only care about the final product, but also about service quality and the way they are treated. Consumers want to be seen and treated as human beings instead of being seen as a number.
Therefore, organizations need to adjust the way they target their customers. Organizations should not only consider the needs of potential customers, but the whole process of creating, delivering and using the product. Traditio...