Most organisations profess that ‘in our business, the customer is king’ and ‘people are our greatest asset’. In most organisations, however, the propaganda does not stand up to scrutiny. The dynamic organisation derives its impetus from the outside world, notably its customers. Personal relationships are all-important. I may have transactions with an organisation, or even a machine, but I build relationships with people. Personal relationships are not an option in most businesses. One study of buying behaviour and drivers of customer satisfaction I was involved in elicited the following comment from a person who spent a six-figure sum annually with a particular supplier: ‘The reason I buy from a supplier probably boils down to my perception of one or two people.’
KeywordsWelding Europe Marketing Straw Amaze
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