Introduction to Customer Focus for Strategic Advantage
Customer focus indicates that, it is crucial for every organization to pay attention on the needs and preferences of clients in order to satisfy them. However, the significance of customer-centric business helps in attaining strategic advantage. Business adopts customer focused strategy and delivers varied products and services to diverse customers as per their choices (Zeithaml, Bitner and Gremler, 2006). Although, every business adopts customer focus tactic but only those businesses that are able to make strategic choice, build distinct brand image in market which leads them to attain maximum revenues. In the present research, the senior management team at Crabtrees Ltd is required to decide and implement a new strategy so that, they can regain their market share again. Further, developing understanding of customer focus has been assessed to gain strategic advantage within the firm.
1.1 Customer Focus
It can be assessed that, customer focus is significant for every businesses that helps them to assess their needs and preferences with the aim to deliver best products and services and satisfy their needs. The main objective of Crabtrees is to provide excellent customer centred services which are according to the changing needs of the user. However, through evaluating different authors of customer centric approach it can be inferred that, customer focus; organizational values, mission, vision and objectives are strongly linked together. Thus it can be evaluated that, top management of business should value their customer feedbacks so that, they can be improved (Cronin, Brady and Hult, 2000). Here, organization should also value their employees and connect them to their brand through motivating them by reward and award to deliver best quality products and services to their clients.
1.2 Customer Expectations
It can be analysed that, customer expectations and preferences is required to be assessed by business so that client satisfaction can be measured. However, when it comes to formulate budget, Crabtrees approve the budget by taking the feedback from clients and how they comprehend the business performance. Thus, the top management of firm should assess their service which are offered in context of needs and preferences of clients so that, they can select company instead of their competitors at the time of availing products and services. However, it has been inferred that, there is a connection between customer expectations and the service offered to them (Ryu, Lee and Gon Kim, 2012). Crabtrees should employ customer service representative who is knowledgeable and skilled to deal with clients effectively.
1.3 Marketing Strategy
Marketing strategy can be defined as the opportunity for business to enhance its sales and attain sustainable competitive advantage. However, it serves as fundamental underpinning of marketing plans designed to fulfil market needs and reach marketing objectives. It can be evaluated that, there is a strong connection between market positioning and customer service strategy. Customer service strategy is a set of choices which is made by firm to maximize potential use of its products and services. However, choices are influenced by business's mission, target market and environment (Gustafsson, Kristensson and Witell, 2012). Thus, it is essential for Crabtrees to formulate customer service strategy through positioning best quality products and services in regard to the perception of competitors offering merchandise in the same category.
1.4 Financial Performance and Business Growth
It can be analysed that, both financial performance and business growth imperatives impacts the customer service strategies. The significance of financial performance needs is of varied types such as economic, social, political factors and thus it impacts on the marketing tactic to attract clients within business. Also, there is a link between the financial performance and business growth imperatives so that, individual can assess the different perspective of business i.e. downfall or expansion of venture (Chen and Tsou, 2012). For instance, the main impact of financial performance and business growth imperatives on customer service strategy is that, many investors view financial statements of firm before making investment decisions. Thus, it is essential for Crabtrees Ltd to present financial position of firm in order to attract new investors within the business.
1.5 It can be evaluated that, each and every business requires customers in utilizing products and services of firm. Also, firm undertake every possible action to revive them back within business. Similarly, it has been assessed that Crabtrees is losing its market share because of new entrant and thus top management of firm decided to develop and implement effective marketing tactic to regain customers again within the firm and satisfy their needs. However, it is crucial for the organization to retain customers by fulfilling their needs which can be done through promotion and advertisement campaigns of products and services (Chiu and et.al., 2011). For instance, in order to regain customers, business is required to provide them with best services so that, they can be satisfied and thus gain competitive advantage within