Thought Paper

Basically, customer centrality implies that the customer is the primary concern of a company and needs, demands and interests of the customer should be met and satisfied. At the same time, it is not an altruistic desire of a company to satisfy the customer’s needs and interests. This strategy primarily targets at the formation of the loyalty of the customer to the company. It should be pointed out that in recent years this trend has become very strong and, at the present moment, it can be viewed as the dominant trend in the modern marketing. At the same time, this trend is quite different from the traditional attitude to customers.
At first glance, it was quite a logical and natural scheme because the company, in such a situation, gained its major goal since it sold a product or services produced, while customers’ needs and demands were also satisfied. Companies cannot ignore the fact that customers need to develop a positive experience of buying products or service of this particular company, because, otherwise the company will lost its market position and will gradually degrade. To a significant extent, such a situation is determined by the growing competition in the market that increases the competition and rivalry between companies for clients. The higher is the level of customers’ loyalty to the company the more successful the company can be because customers will return over and over again and buy products or services of the company.
Consequently, the development of customer centrality is quite logical in such a market situation and practically inevitable. Specialists point out that it is quite surprising that “businessmen have concentrated far more on how to attract customers to product and services than on how to retain customers” (Brown, 122). In fact, the problem of retention of customers became one of the major goals of modern effective marketing strategies. The customer centrality provides an opportunity to focus on the needs of the customer and through the customer’s satisfaction retain him/her. In such a way, the company can develop customers’ loyalty.

Works Cited:
Brown, D. C. Leading complex change. New York: Touchstone, 2003.
Buzzell, R. and Gale, B. The PIMS Principles: Linking Strategy to Performance, Free Press, New York, 1987.