The Customer IS ACTUALLY Right

the customer is definitely rightSeveral retail concern used this as a slogan from the first 20th century onward. In america it is particularly associated with Marshall Field's section store, Chicago (established in the past due 19th century). The store is an icon of the city, although it is defined to reduce its name in 2006 when, following a takeover, it becomes renamed as Macy's. In the UK, Harry Gordon Selfridge (1857-1947) the founder of London's Selfridges store (exposed in 1909), is acknowledged with championing its use. The Wisconsin born Selfridge did the trick for Field from 1879 to 1901. Both men were active and creative entrepreneurs and it's highly likely that one of them coined the expression, although we don't know which.

Of course, these entrepreneurs didn't intend to be taken virtually. What these were attempting to do was to help make the customer feel special by inculcating into their personnel the disposition to work as if the client was right, even though they weren't.

The trading coverage and the phrase were well-known by the early 20th century. In the Kansas City Star, January 1911 we have a piece about a local country store that was modelled on Field's/Selfridges:

[George E. ] "Scott has done in the country what Marshall Field did in Chicago, Wannamaker have in NY and Selfridge in London. In his store he comes after the Field guideline and assumes that the client is usually right. "

Whether the phrase was coined by Field or Selfridge it is good to call it North american. What we can not do is credit them with the idea behind it. In 1908 Csar Ritz (1850-1918), the celebrated French hotelier is credited with saying 'Le consumer n'a jamais tort' - 'The customer is never wrong'. That's not the phrase that folks now bear in mind, but it can scarcely be said to be any different in indicating to 'the customer is always right'.

(Strategy imply what sort of company do)

Definition for setting:

Positioning is the marketing strategies that concentrate on the brand take up another "position" which is the products' image in the consumers head. In positioning, companies targeting the precise marketing segment, marriage to the opponents, and the relationship between the law firms. Firms utilize this strategy to create a good image through advertising, and emphasizing the differentiate features of their brand. It is very hard to change the position of any brand without impact its trustworthiness once a brand is put.

Eleven Strategy in Relationship Marketing

There are 11 new strategy for Relationship Marketing which call 11 C's. The strategy of 11 C's are to improve marketing activities. The 11 C's are (1) customer, (2) categories, (3) functions, (4) cost, success & value, (5) control of the contact to cash techniques, (6) cooperation & integration, (7) customization, (8) marketing communications, interaction & placement, (9) customer measurements, (10) customer support, and the last is (11) chain of relationships.

The first Romance Online marketing strategy is customer. This plan is company need to target correct customer. The business should identify which customer is faithful, average, and non dedicated to the company to ensure they'll gets appropriate principles. Customer is the "Ruler" in market.

The second strategy is categories. Because of this strategy, company should grouped and setup the scope of product & service provided to customer. They need to make decision whether to sell the merchandise that customers will purchase from the company or sell the only product that the firms produce.

The third strategy is features. The number of capabilities that will exist within the business need to plan well. They have to help the other person so that they will receive the benefit together. Examples of the capabilities are technology, process, people, and knowledge/information. Example for the business who apply this strategy is Air Asia.

The fourth strategy is cost, profitability and value. The main focus because of this strategy is to boost customer profitability which is reselling the merchandise that provides to company a good romance although the merchandise is not actually profitable to company.

Next strategy is control to the contact compare to cash process. This plan is to make sure the account is connecting to the profile is well monitored and controlled.

Collaboration and integration is the sixth strategy in marriage marketing. This plan is concentrate on the work jointly.


The eight strategy is communication/conversation and positioning. This plan is mainly focus on both way communication between companies with the customers. The company should not only follow the original one-way communication. The company should interact with customers to get to know what the consumers want so that can gratify their needs.

The next strategy is customer measurements. The time for each aspect of customers have to be measured. That is to trail the profitability for every customer so that the company can make sure who to prize. Using metric to keep tabs on customer satisfaction will brings to simple 12 months to yr comparisons made.

The tenth strategy is customer care. In this strategy, beyond more on customers service. A well planned strategy for customer support is important.

The last strategy is chain of relationships. Make certain the partnership between worker and customers is good. Besides, the stakeholders that create the value consumers want need to be manage well.


There are ten framework in relationship marketing. The ten framework are (1) dedication, (2)trust, (3) electricity, (4) control (part of ability) (5) balance of power(part of power), (6)interdependence, (7)communication, (8) co-operation, (9) idiosyncratic investment, (10)conflict image resolution.

Commitment is approximately the determination to make short term sacrifies to realize the permanent benefits. For instance a shampoo company "Sunslik" gives out the examples for the syampoo to customers. After the customers try, they'll willing to buy the product if the product is great. Besides, they will promote the product to their friends and family which is the power of "person to person". Commitments brings benefits to company to get more profit in the future.

Trust is the indication of the straight of the relationship between the two get-togethers which is, the clients and the companies. Both party see as win-win situation. On this structure, customers trust company on the service and prosuct. Besides, company also trust customer knowing they'll pay.

Power is about a party capacity to press or influence another party to undertake some activity that the party will not normally do. For instance a business control the staff to do some activity such as recycling documents.

Control is the part of electricity. This is the final result and outsome of electric power when a get together is success to improve or influence the another get together to improve.

Balance of ability is part of vitality too. Balance means the symmetric of the power. Imbalance is approximately the distatorial abilities towards other.

Interdependence is a company depends upon employee to serve customers and customers depends on company to provide them products and services which is the same status of depences.

Communication consists of formal communication and casual communication. The businesses need to converse well with each other to share the useful information and help the other person to get more benefits.

Cooperation is the similar action that used by the companies which is whole organizations includes the employees. leaders) to attain the common benefits.

Idiosyncratic investment is about tha sunk costs that wont have the ability to recoverable in event of any termination.

Conflict image resolution is the methods of eleminating way to obtain issue. This usually take care of by negotiation or mediation.


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