But more than just cracking open the branding handbook, top management can lead by example by embodying what the brand stands for. Beyond the technical qualities required to fulfill a job, start by looking into soft skills that complement your work environment. You may also want to delve into each employee’s work personalities and determine how they match their roles and the people they work with.
According to Zhang et al., (2016), brand orientation mainly reflects the organisational values and beliefs in an efficient manner. On the other hand, the marketing orientation is totally based on the behaviours and the values of the consumers in a prominent manner. It is seen in the brand orienting firms that they try to meet the demand of the business orientation meaning customers by using the brand as a framework in an efficient manner. Product orientation is an approach to perform business where an organisation solely focuses on the quality of the product. An organisation that follows market orientation will develop the product according to the needs of the customers by keeping in mind the cost parameter.
Customer Orientation: Definition, Examples & Strategies
It also helps to create a knowledge base, like through customer relationship management (CRM) software. In addition to streamlining customer data, you can also have a pipeline of the latest industry trends and technologies accessible to everyone. Many companies sponsor staff training via bootcamps or Massive Open Online Courses (MOOCs), to name a few. If you have the resources, you can also set up your training and development department to handle these activities in-house.
Societal marketing is a philosophy that focuses on creating a favourable image of a brand or organisation to increase sales. It calls for socially and environmentally responsible marketing that sustainably meets consumer needs while, at the same time, considering how it benefits society as a whole. It focuses on fulfilling its target markets’ wants and needs to achieve success. Resultantly, any customer demand shifts must be addressed and might reflect changes in product or service offerings. When businesses take this approach, their goals are product innovation and improvement.
Hire friendly, solution-oriented people
Netflix solves customer needs and creates fans with a mix of quantitative and qualitative methods. With new trends popping up left and right, it can be tempting to jump on the bandwagon. And this is a typical scenario when brands are too quick to ride on social issues for attention, for example. That’s why it’s so important to recognize what holds you back from quickly responding to changing trends. Transformation consultant, Jennifer Jones, talks about how you can improve adaptability on an organizational level. In 2019, they started to emphasize protecting users’ privacy to differentiate from other tech companies.
It helps everyone work in teams and come up with business strategies that prioritize customers. According to research, customer orientation increases the awareness that you can complete a task in different ways. So to improve the performance of departments, managers need to focus on the role of customer orientation in generating constructive conflicts—the authors conclude. You’ll find more examples of customer orientation by Zappos all over social media and the news. Here’s the most recent tweet on Zappos’ account from a customer who had a meaningful interaction with the brand. In customer service, customer orientation means delivering supportive, personalized, and holistic results to customers.
Example of Pricing Strategy for a Furniture Company
Instead, more and more businesses adopt a holistic approach that focuses on incorporating various aspects of each orientation. This approach’s main advantage is that companies can craft a positive public image through ethical, moral, and socially responsible business marketing methods. As the world increases its focus on sustainable ways of living, consumers are more inclined to buy products, which is —of course— the company’s goal.
The trick, of course, is getting at that broad range of experience and boiling it down in scientifically acceptable ways to a point where practitioners can use it easily in the field. The concept of Business Orientation can be defined as the vehicle to ”influence and flavour” all decisions made at ”both strategic and tactical levels” of a commercial organisation . Companies may also employ additional data analysis to reveal trends and consumer desires that are not specifically expressed. A knowledge of these trends ideally can help product developers meet or even anticipate consumer needs. They may even inspire improvements that the consumer was not aware of as being an option. Amanda Bellucco-Chatham is an editor, writer, and fact-checker with years of experience researching personal finance topics.
Know your brand like the back of your hand.
In this world of globalization, consumers are the prime reasons for the existence of the companies. Therefore, every product and technology needs to be customer-oriented to make an effective mark in the global market. Market orientation often includes improvements in customer service and product support geared to solving concerns raised by consumers. This helps ensure customer satisfaction remains high with the company as a whole and promotes brand loyalty and positive word-of-mouth advertising. A business with a product orientation directs its energy toward creating and marketing the highest-quality offerings.
What is orientation in simple words?
noun. the act or process of orienting or the state of being oriented. position or positioning with relation to the points of the compass or other specific directions.
