Introduction
In the business industry, it is important to gather customer to make the product and services sold. Therefore, keeping a customer is difficult in the business when it is in the starting stage. A business will find it harder to find prospective and loyal customer when operating abroad. And because of the economic problem that many countries are facing now, another challenge was revived; how to keep the customer?
The Customer Satisfaction
The customer satisfaction is a business term that measures how products and services supplied by a company meet or surpass customer expectation. It is seen as a key performance indicator within business. In a competitive marketplace where businesses compete for customers, customer satisfaction is seen as a key differentiator and increasingly has become a key element of business strategy. Every business’s mission is making the customers as their first priority. In accordance to this, the business must fill or serve the satisfaction of their customers according to what preferences that the market is demanding for. For an instance, if the business is in the food industry and the customers’ wants different variations of soup then, the management must look forward to create sumptuous dishes.
Some business use different approach in leading their customers in the satisfactory stage like making special for their valued customer or raffle promo or making a sale for some products, anything that will catch the customers’ attention and at the end bringing the profit and customers’ trusts. The business literally promotes their product with the use of their customer because if one customer felt great to their product or enjoyed the service, he/she will make it on the broadcast along with their friends. The value of customers in the business is very high thus; the business needs to find impressions to keep them coming back to their establishment. In the case of finding such market in the other country, is like finding a needle in a vast grassy meadow. It is hard when the business is new to the eye of the customers. It is hard when the business is not prepared in approaching the customers well. It is hard when the business has many competitors in the area. The need for adjustment is highly acceptable. And because of these issues that surround the business industry, the proper guidance is highly appreciated. The Vodafone case can be a basis in catching the customer’s interest.
The Vodafone
Vodafone UK has more than 17 million customers and is part of the world’s largest mobile community. Vodafone’s leadership in mobile voice and data communications has continued, thanks largely to its focus on developing its brand and customer experience. In this big company, reaching the respect of the customers is not new to them. Most especially, the Vodafone is a technology-based business and the impact of acceptance is expectedly high. But even a good business like Vodafone still needs to assess their customers and answer every question of their customer. They also consider many opinions and suggestion coming from their customers so that, the evidence in the growing customer acceptance make their gross reach the highest every year. However, the challenge is still there in every kind of business.
Customer’s Challenge
Vodafone is constantly looking for new ways to drive interaction and enhance the service that we offer to our customers, while at the same time making the life of our people simpler and more rewarding. However, Vodafone recognized that it was not differentiating the needs of its in-store customers or allocating store employees according to their areas of expertise. This meant waiting times could be lengthy and the level of service provided varied on the store employee’s area of expertise. So, Vodafone introduced a re-branding program aimed at improving the customer journey in store, as well as differentiating Vodafone from its competitors. Based on the macro planning principles of “Organize me, Engage me”, the key components of the refit included greater automation in-store, the option for self-service through kiosks, and footfall counters to track the volume of customers in-store and optimize the customer flow.
The Business in Developing Countries
Companies recognize the risks and opportunities their operations face in developing countries and the important role they play in influencing change. They rely on transparent legal systems, access to markets and infrastructure services, social stability, healthy and skilled employees and suppliers, as well as consumers willing and able to purchase their products and services.While these conditions are critical for business growth and success, the benefits resulting from the presence of multinational business and the associated in-flows of capital may not reach all sectors of society. The consequence can be a thriving middle and upper class while the low-income segment gets left behind. This can lead to strained relations between business and the communities associated with their activities, increased scrutiny from civil society organizations and greater levels of political pressure from local and national governments, all of which can increase commercial risks for investors.
Conclusion
The importance of customer in one business can affect the operation of a multinational company most especially in the developing countries. The success of a multinational company can make an additional growth in their own economy. Getting the heart of the customers are essential to keep the business moving. Although there are many factors that can affect a business that is new in the face of the foreign country, the main strategy that the study can add is to look for a customer that has a same nationality of the business. For example, the American business is new to Japan; therefore, the business should target their very own race first before entering the Japanese culture and became part of their life.
References:
Gitman, L; & McDaniel, C., (2005). The Future of Business: The Essentials. Mason, Ohio: South-Western. ISBN 0324320280.
Impact: Beyond the Bottom Line (2008). WBCBD. [Online] Available at: http://www.wbcsd.org/web/projects/sl/MIbeyondthebottomline.pdf [Accessed 14 Aug 2009]
Vodafone Case in Customer Satisfaction (n.d.). [Online] Available at: http://www.fujitsu.com/uk/casestudies/fs_vodafone-customersatisfaction.html [Accessed 14 Aug 2009].
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