Customerisation Culture - A Process That Deliver


Sandeep Kumar Passi
Moot Court Incharge
Baba Farid Law College
Faridkot-151203 (Punjab)

"Authentic marketing is not the art of selling what you make but knowing what to make. It is the art of identifying and understanding customer needs and creating solutions that deliver satisfaction to the customers, profits to the producers and benefits for the stakeholders". -Konosuke Matsushita

The dynamic changes of the 21st century has already compelled many companies to reengineer various functions like manufacturing, new product launches, distribution, branding and after sale services. The major function of the companies from where the direct income is being generated i.e Marketing has rapidly changed the scene and makes company to think and deliver the way customer wants. The time has come where the customer is configuring the companies for the product not only in the marketing but also in the other functional areas. It is not only that the direct selling staff should be in touch with your valued customer, but the cut-throat competition has forced all the parts talking to the customer.  Earlier it was perceived that what we want to sell you have to opt it, now the stage become so competitive that even LIC has to come up with customised products, as all the rewards that a corporation's suppliers, employees and stakeholders accrue come from one, and only one, source: the rupee of the satisfied customer. 

Facing The Transition

As each companies ability is different to perceive, interpret and service the customer but still the Customerisation Corporation involve some strategic issues and if these are dealt
in the best way, we can create customer who advocates for the company.  The strategy for the same is being targeted on the following three steps

1. Building a chain of Internal Customer

2. Institutionalising the process of innovation ideation

3. Streamlining and exposing every part of organisation  to the customer

I. Building a chain of Internal Customers:- The four most important customer of any company's product are Research & Development Manager, Manufacturing Manager, Marketing Manager and the Distribution Manager,  who buys company product. The first rethinking must come from these four person who must be in a position to:-

1. Develop Customised products

2. produce low cost customised products

3. Market- customised products by targeting individual customer

4. Delivering customised , cost effective products eg:- Domino Pizza

So the basic strategy behind building the internal chain of customer must be to ensure that every employee of the organisation realizes the importance of new ideas and concept. The process of customer feedback (eg. Microsoft Office) is necessary even though the company is operating in monopoly. In the fast-changing global economy, the focus must be on the way in which the nature of value is changing, involving new ways to price goods, innovation and emotion. The implication of these new forms of exchange is a transfer of power from the producer to the customer.

II. Institutionalising the process of innovation ideation: - At this stage it is very necessary to Encourage Ideation not Mechanisation. The paradigm of human resource policies must shift from not only recruiting people of excellent technical skills but they must be with an aptitude for service and a great look out for the new generation ideas. Once the employees get into the habit of ideating, the next step in the ladder of growth is to educate them on the necessity of listening to customers. So creating cross functional teams will result into Total customer Satisfaction. (eg. Advertisement of IDEA)

III. Streamlining and exposing every part of organisation to the customer:-  The most important point is how to streamline what we have built over the period. The company needs to service every link that constitutes each process in its value chain, so as to create a strong internal customer value chain. It is very necessary at this stage to transform management roles from "command and control to process leadership."

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Source: E-mail December 22, 2010


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