The article considers the role of communications in the implementation of the client-oriented approach in the company’s activities. The author summarized the methods of obtaining information about the basic values of consumers. Methods for investigating customer expectations are analyzed. Methods for creating additional utility for the consumer are defined. Significant for consumer parameters of communication with employees of organization were researched. Forms and mechanisms of intraorganizational communications are defined. The tasks of communication in the organization are formulated.
client-oriented strategy, communication, consumer expectations, intraorganizational communications.
Клиентоориентированную стратегию будем определять как подход к управлению организацией, обеспечивающий ей конкурентоспособность, получение устойчивой дополнительной прибыли, посредством выявления, привлечения и удержания прибыльных клиентов, выработки лояльности и обратной связи с клиентами, повышения качества их обслуживания и удовлетворения специфических потребностей.
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