Listening to Customer


Subrat Mishra
Sr. Technical Sales Officer
Berger Paints India Limited

"The only profit center is the customer." (Peter Drucker)

Customers are the ones who make or break a firm. Customer is the king. Look at the world through customer eye. The customer is the only one who can fire us all. Focus on satisfying your customers, becoming a market leader. All this gives a clear indication that if any organization wants to sustain in the market then it has to go along with customer's interest. The Central problem facing any business is not a shortage of goods but a shortage of customers in today's market.

Customers are the back bone of any company. For a healthy & growing company there things are very important i.e. customers, customers & customers. If we elaborate we got is:

1) Customer Acquisition.
2) Customer Retention
3) Customer Extension

Customer expectations are set very high. Customers are now playing an important role in R&D efforts. In-house research is conducted to identify consumer needs based on product specifications and expectations. For example Onida has come with pre-cool AC which can be switched on and off via sending a SMS. It enable the AC to cool the room before one reached home. Companies are investing in technology thinking it will make the customer happy. Customers feel delighted when they are offered some features they have not expected. The best example which justifies it clearly is Nokia mobile which recognize that mobile phone's role as a communicating device is an old story. So it gives wide features for customer delight like Stop watch, camera, Bluetooth, FM, soft key pad, changeable covers & wide screen.

Understand the customer's needs, and consistently converts them into products blended with quality, features, affordable price & better service can leads to success of any brand. Nirma became successful all over India and till date in detergent, by volume, because of its low price and acceptable quality. The Japanese have been masters at this, first coming in with low prices, then with better features, then with better quality, and then with faster performance which drags the customer interest towards them. Customer-oriented companies make steady gains in mind as well as heart share of customer & leading to higher market shares and higher profit.

Toyota retained its ranking as the most valued brand of cars in the world, Toyota order the recalls of these faulty cars at enormous cost, it also introduced an extended warranty on its new cars to reassure consumers immediately. This shows how companies are taking care of their products to satisfy their customers. 

Customers, not competitors, determine who wins the war. Stay in costumer mind is the best approach to stay top in the market. So customers should be taken care with most care. After hearing Washing powder Nirma, Suddenly we recall a girl moving round with nirma packet.This is one of the best examples how companies are wanted to attach with customers emotionally.

Successful marketing and customer satisfaction depend upon listening effectively to understand current customer needs, to demonstrate to customers that you understand, and to anticipate future needs. A listening-centered approach to selling can make business growing in all the dimensions. Most businesses understand the connection between customer satisfaction and future success so they are trying to come out products & services which will take care their customer's interest & expectations.

Every company in the market desires to make profits and the only way a company can turn this desire to reality is through understanding the needs of the customers, reaching their expectations and satisfying them. An organization which provides service beyond customer expectations will survive in the future rest will be out of business. Here I want to remind the famous dialogue of our great leader, Father of our Nation –The great Mahatma Gandhi

"A customer is the most important visitor on our premises; he is not dependent on us. We are dependent on him. He is not an interruption in our work. He is the purpose of it. He is not an outsider in our business. He is part of it. We are not doing him a favor by serving him. He is doing us a favor by giving us an opportunity to do so." 

So listening to customers is the only way to expand, explore& enhance the business in all verticals


Marketing Management by
Philip Kotler

Subrat Mishra
Sr. Technical Sales Officer
Berger Paints India Limited

Source: E-mail June 14, 2011



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