Every person you meet is a customer!!!!!The organization’s relationships with its customers are strengthened when it delivers superior value to them. Strong interactive relationships with customers often provide the foundation for the organizations’ efforts to profitably serve the customers unique needs. There are three dimensions of the organizations’ relationships with customers, and these include (Hitt, 2007, pp.108-109):
A. Reach: It is concerned with the organizations’ access and connection to customers. This kind of access and connection can be done in many ways such as internet, direct communication, posters or billboards.
B. Richness: It is concerned with depth and detail of two-way of communication between the organizations and the customers. The potential of the richness of dimension can help the firm establish a competitive advantage in its relationship with customers. Internet technology and e-commerce transactions have substantially reduced the cost of meaningful information exchanges with current and possible customers.
C. Affiliation: It is concerned with facilitating useful interaction with customers. Internet navigators can help online clients find and sort the information. This can supply a great deal of information at no charge to the customers.
In short, effective management with customers can be done with reach, richness, and affiliation or it can be done with answering what service the organization uses to server the customers, who are the targets, and how to reach those targets.
Sam Aun (Andy)
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