Who is a customer?

In the world of business, a customer is a vital component of any organization. A customer, also known as a client, is a current or potential buyer of a product or service. The firm or organization is the seller. A potential customer is also known as a prospective customer or client. A customer may view, check, experience the service but not purchase. The word “customer” has derived from custom, which means a habit (of going to frequently to a shop). In today’s cutthroat competition, “the Customer is a King”. Marketing professionals irony say “Customer is always right”.

Creating a Customer

The biggest challenge for an organization is – how to create a customer? Creating a customer means identifying needs in the marketplace, finding out which needs the organization can profitably serve and developing an offering to convert potential buyers into customers. (Guiltinan and Paul) The marketing professionals are mostly responsible to create customers. The activities, which are necessary to create customers, are as follows:

Identifying Customer Needs

The first step in creating a customer is to identify their needs. This involves researching the target market to understand their wants, needs, and pain points. By understanding the needs of the target market, businesses can develop products or services that meet those needs and attract potential buyers.

Designing Goods and Services

Once the needs of the target market have been identified, businesses can then design goods and services that meet those needs. This involves developing products and services that are tailored to the specific needs of the target market, and that offer unique benefits and features.

Communicating with Prospective Buyers

Once the products and services have been designed, businesses must then communicate the information about those goods and services to prospective buyers. This involves developing marketing strategies and campaigns that effectively communicate the benefits and features of the products and services to the target market.

Making Goods and Services Available

In order to convert potential buyers into customers, businesses must make their products and services available at times and places that meet customers’ needs. This includes having the right inventory on hand and making the products and services available through various channels such as online, retail stores, or through a sales team.

Pricing

Pricing is also a critical aspect of creating customers. The prices of goods and services must reflect costs, competition and customers’ ability to buy. A pricing strategy that is too high or too low can impact the ability of the business to attract and retain customers.

Providing Service and Follow-Up

Finally, businesses must provide necessary service and follow-up to ensure customer satisfaction after the purchase. This includes providing excellent customer service and addressing any issues or concerns in a timely and professional manner. Additionally, businesses must also conduct follow-up surveys or interviews to gauge customer satisfaction and make necessary improvements.

Conclusion

In conclusion, creating a customer is a vital aspect of any business. By identifying customer needs, designing goods and services, communicating with prospective buyers, making goods and services available, pricing appropriately and providing excellent service and follow-up, businesses can attract and retain customers, which is essential for long-term growth and success. Understanding the customer is the key to success of any business and the marketing professionals have the primary role to create customers.