Why is it becoming increasingly important to focus on constant customer orientation in marketing?
Constant customer orientation simply means a company focusing intensively on its customers to gain a better understanding of them. The company aims to find out about the customer’s situation when they have interactions with the company. That is nothing new in itself. However, the situation has become more complex – virtual as well as real contact points have to be taken into account along the customer journey during the purchase process. Customers generally find out about the product or service online – not just on the company website but also on ratings sites, blogs or YouTube. All of these contact points – from initial interest to after-sales customer service – are included in the customer journey using one or more customer profiles, also known as personas, which we derive from the target groups.