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The Customer-Focused Organisation – An Information Management Perspective

Introduction

The late 1990’s saw South Africans adopting personal trainers at gyms, banks were allocating personal bankers to individuals, the telecommunications parastatal assigned business consultants, Peppers and Rogers wrote “One-to-One Marketing”, Patricia Seybold wrote “Customers.com”.

Is this real?

What is it that makes us aware of our environment:

 Information!

Information can be derived from many varied sources, such as:

-         hearing a radio programme,

-         reading a business report,

-         watching television, and

-         personal observation

In order to become customer focused, an organization then needs to become aware of its customer and the customer environment (market).  Therefore, to become aware of the customer and the customer environment, information is required.  This information must be linked to the information about product or service.