2. Customer-Oriented Company Management

In the past the product was considered as the center of all management activities, but business today is no longer just selling a product or service. It is commonly accepted and understood, that the customer is the determining factor. Thus it has become increasingly important, to focus on the customer, his special needs and expectations.

Customer orientation is the group of actions taken by a business to support its sales and service staff in understanding client needs and customer satisfaction.¹

There are special requirements for customer-oriented businesses, such as accurate information on customers and their requirements. Customer satisfaction has to be the top most credo, followed religiously by all employees as well as by the top management.

The role the customer plays in this context will be discussed in point 2.1 and customer satisfaction will be presented and further explained in subchapter 2.2.

¹ http://www.businessdictionary.com/definition/customer-orientation.html [26 June 2013]