Identifying, conocimendo customer and differentiating it, it comes in contact with it in a personalized way, generating a communication on which you will know which products or a consumer looking for specific services. This in order to pursue a strategy of sustained growth or continuous process, through a feedback with information that has been obtained. A unified information system that allows capturing expectations, concerns and complaints, to make a proper follow-up on them, that that allows the sales force potentialize your contacts and improve their ability to care should also be taken. It is should be able to address the concerns that customer has on your order, your product, or on the State of account with the company, but in a way in which a person who treats you can satisfy their concerns without having to ask several departments or persons awaiting a response. To what do all this?, see example: if to a supplier of lamps a client requests information on an order specific, want to know also if your claim on the previous invoice already solved, find out if it is possible next shipment includes a new type of lamps, and finally to send it to another city of the initially requested.
4. Customize products or services: in this step, the level of technology that a company may have to adapt their products or services to the needs of each client as such is of great importance. For example, if X like customer that they packaging its product in a manner and customer and another, the company must have the resources necessary to meet the individual requirements of every consumer. As every problem, this may be the beginning of a great opportunity. If the company is so efficient that it can provide all the answers and meet requirements of quick and easy customer will be impressed, grateful and also interested in keep doing business. But, if a company cannot be as efficient, there is a chance that another vendor may by service and knowledge cause one less sale and the possibility of him removing market.
Remember that in a globalized world, this can occur even with providers who are not even in the country. Now, multiply that by the number of customers that every month the company may be losing by not returning to buy in your local store or factory, is this for bad service, price, location or lack of information. Few businesses are dropping go by that the client is making purchases elsewhere?. Conclusions definitely in marketing one to one customers are treated individually, based on the premise that customers, given its particular characteristics, differ from each other, and that one meets another can that do not. In order to achieve that that idea is transformed in lasting relationships and loyal customers. There to capture every valuable customer for company information, through throughout the duration of the relationships that are maintained with that client. * Sources: Annotations and notes from Professor of marketing.