A customer is each humans, who have interest in the products or services of an enterprise or in their potenzieller use - both regarding acquisition and/or purchase, as well as regarding their marketing. (Source: CI holistic arrange, Volker play bird, BusinessVillage publishing house 2004)

In the marketing and management different models and methods are developed to predict and affect the behavior of customers (e.g. by advertisement). It distinctive between irregular customers and regular customers. One calls the advertisement of customers also Akquise. Particularly for purposes of direct marketing it is essential for an enterprise, customer data (address, title, name, address, telephone, E-Mail address,"…) to collect and to maintain these address existence continuously.

Definition "“customer"” as enterprise example

A customer is completely alike the most important person in the enterprise, whether he is personally there, writes or telephones. The customer is king. The coworkers of the enterprise do not do a favour to him, by serving it, but it does a favour to the enterprise, by giving opportunity it to do it. A customer is not outstanding one, but an alive part of the business. A customer is not also someone, with which one leads a dispute or measures its intellect. There is nobody, which would have won ever a controversy with a customer. A customer is one, which brings its desires to the enterprise. The task of the enterprise is it to fulfill itself these desires profitably for it and.

The customer in the social or health range

In the social or health range it concerns here on the one hand patient, client, inhabitant, children etc. On the other hand in addition, if it is necessary for their expression of will, over member or responsible person, or also - particularly under financing criteria - around cost objectives. They all determine by their use habits and interests as well as their financial conceptions and possibilities, as the quality of services in the social or health range defines itself in each case.

Customer satisfaction

With the customer satisfaction among other things the quality of the products or service and the possibility of alternatives plays a role. The customer satisfaction is of customer noticed fulfilment both its natural expectations (basis requirements) as well as its expressly expressed desires (performance requirements).

Basis requirements

Among these rank all achievement components, whose fulfilment the customer presupposes simply and does not respond. If they are not fulfilled, that makes dissatisfied for the customers. Basic requirements are considered natural by the customer. If the basic requirements are exceeded, then the customer does not honor this achievement usually.

Performance requirements

It acts over of the customers expressed expectations (specifications) and measurable performance requirements. If they do not correspond to expectations fully, discontent up comes expectations is exceeded, rises the satisfaction. Performance requirements can be seized with the classical methods of the market study (verbal or written questionings).

Inspiring characteristics

Product or service characteristics which inspires the customer, is meant - Zusatzleistungen, which it did not expect usually, whose offer makes however the product or the service altogether more valuable. They are the of customer expectations. If such achievement components are not offered, does not continue to affect the satisfaction.

Alternative meaning

In the IT Infrastructure LIBRARY customers receivers are one or several IT-services

Articles in category "Customer (economics)"

We found here 36 articles.

Related Websites

We found here 6 related websites.

• Customer Connections, New Strategies for Growth,Robert Wayland ...
  strategies growth customer economics customer-connected strategy ... "Customer economics is the analysis of the value of a business in terms of the number ...


• Customer Economics
  Do: Customer Economics Review Quiz. Note: You will need the Flash Player to view the quizzes. If you do not already have it you can install it from the ...


• Information Technology
  The 2006 IT Vendors


• SolSource Energy - your reliable and professional source for ...
  Sample Residential Customer Economics. We


• The 2006 IT Vendor's Guide to Customer Economics from Ipsos Insight
  The IT Vendors Guide to Customer Economics is a study presented from the technology buyers perspective. With reporting based on 600 business decision-makers ...


• The Economics of Customer Businesses
  based businesses. Exhibit 1 shows a partial list of businesses where analysis of customer economics is important. Exhibit 1: Customer Economics Businesses ...