The center of your world must be your customers

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The tool you use to communicate may be important, but the center of your world must be your customers. Although the communication tools between companies and customers have changed in recent years, from registered letters, faxes and telephone switchboards to social networks, what has really remained unchanged, at least for those who have managed to grasp its importance, is the centrality of the customer figure in company communication strategies.

The focus must remain on the relationship with customers in the broadest car owner data sense; this relationship, in fact, must always be based on values ​​such as transparency and trust , and must involve people in every phase of the purchasing process: first by resolving any doubts that may arise during the decision-making phase, and then continuing on the same wavelength until after-sales assistance.


American professor Efraim Turban sums up customer service in the following definition: a series of activities designed to increase the level of customer satisfaction by giving the customer the feeling that a product or service meets their expectations. To this we could add that it is not only important to "give the sensation", but rather to ensure that the satisfaction is real, because it is directly proportional to both the service offered and the possibility of seeing a concrete increase in turnover . Unfortunately , it is not easy to measure this level of satisfaction precisely, especially because there is a rather large gap between what the company believes it offers and the real perceptions of people.