Customer management is a term from the marketing and management and designates an instrument for an organization to improve their customer orientation. Goals are the customer-oriented adjustment of the enterprise, the stabilization of endangered Kundenbeziehungen respectable the increase of the customer connection. With it strategic and operational beginnings connect themselves with the term both.

The increase of the customer connection sets thereby on the realization that it is more easily, cheaper and more lucrative to hold existing customers as new to akquirieren.

Beginnings

Customer-oriented strategy

The whole enterprise including its processes and all of his success factors (coworker etc.) like also the culture is aligned to the needs of the customers. This requires a comprehensive beginning, which will verwoben systematically with the strategic adjustment of an organization must.

Complaint management

Complaint or complaint management is a compelling component of a consistent adjustment on the needs of the customers. In addition there are professional standards, which are implemented under complaint management.

Many companies however are not well adjusted to complaints, suggestions or references. The customers it is made heavy to receive a satisfying reaction. It is important to solve the problem addressed by customers to the satisfaction. The feeling with a complaint to be seriously taken is a first step to the content customer. The enterprise can learn from suggestions not to make the same error once again and optimize its processes.

Literature

• Griffin, A. et al., the best methods to more customer satisfaction, in: Harvard Business manager 3/1995 dt. expenditure, P. 65-76, ISSN 0174-335X, 1995

• Homburg, CH., Werner, H., customer orientation with system, Campus publishing house, Frankfurt1998

• Grain measurer, CH., writer, J., the measurability of the customer satisfaction, S. in: Papmehl, (Hrsg.), 2. Aufl., absolute Customer Care, P. 123-149, Signum restaurant economics Vienna 2002

• Peterke, J. (2005), learning and with the customers, in: IO new management - magazine for enterprise sciences and guidance practice, Zurich, expenditure 12/2005

• Cutter, B., Bowen, D.E., Winning the service Game, Harvard Business School press 1995

• W., without coworker orientation no customer orientation, in: Papmehl, (Hrsg.), 2. Aufl., absolute Customer Care, P. 47-76, Signum restaurant economics Vienna 2002

• Wiersema, F., profit formula customer proximity, Econ publishing house, Duesseldorf and Munich 1997

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