2.1.2 Gaining Customer Satisfaction & Loyalty

Acquiring and retaining loyal customers is the heart of every business. Marketing experts have rightly pointed out that the
actual value of the company comes from the customers. This value implies the present value and the value an organization
can earn in the long run. Business and customers are inseparable. Customer is the key to success for any business and
all other aspects come secondary. Building, keeping, and growing customers is the success mantra for any business. You don’t
have a business without a customer.

Managers who believe that the customer is the only true ‘profit center’ of the company consider the traditional organization as a pyramid with the president at the top, management in the middle, and frontline people and customers at the bottom.

But successful marketing companies invert this pyramid.

Customers: For a successful marketing
initiative, the customer is always at the top. In
fact, the customers are present all along the
process. These means indicate that
executives and managers at every
level must perform their tasks keeping the
end customer in mind.

Customer-facing Executives: Next in importance are customer-facing executives. They form the bridge between the
company and the customers and the success of the company depends on their ability to understand, serve, and satisfy the

Operations/Middle Management: In marketing companies, the operational and mid-level management supports the frontline
executives to enable them to provide better customer satisfaction.

Top Management: The job of the top management is to act as the baseline for the entire process. They should provide strategic direction and support through activities like recruitment, positioning, and high-level target setting.

Consumers are more informed than ever and they have the tools to verify companies’ claims and seek out superior alternatives. It is up to the customers to decide what kind of product or service they want and which aspect of the product to value more. Whether the offer lives up to the expectations of the customers affects customer satisfaction and the probability that the customer will purchase the product again.