TARGET CUSTOMER, THE MAIN LINK OF SUCCESS

Naš poslovni uspjeh ovisi o našim potrošačima! Kupac, odnosno potrošač, aktivno traži dobavljača koji može zadovoljiti njegove potrebe. Na taj se način stvara lojalni kupac koji postiže stalnu i ponovnu kupnju. Treba imati na umu kako se zahtjevi kupaca povećavaju paralelno s rastom mogućnosti tehnologije, a svijest o kupcu kao najvažnijoj karici u lancu treba trajno održavati na najvišoj razini. Razvijanjem strategije brige za kupce gospodarski se subjekt modernizira i tržišno usmjerava. Poslovanje mnogih tvrtki danas je „old fashion“, što znači da su mnogi stručnjaci uljuljani u lažni osjećaj sigurnosti i kratkovidnost u pogledu novih trendova, gube od novih stručnjaka koji prate trendove i posjeduju drugačiji odnos prema proizvodnji, organizaciji i brizi o stvarnim i potencijalnim kupcima. Zahvaljujući napretku tehnologije, elektronička komunikacija s kupcima postala je osnova u poboljšanju usluge i proizvoda koji se nude kupcima. Došlo je do promjene pri identifikaciji potreba i želja kupaca i ponude proizvoda i usluga. Novi oblici, kreativnost, stvaranje integriranih baza podataka i kompjutorska organizacija stvorit će mogućnost skraćivanja procesa donošenja i izvršavanja odluka, proizvodnje i isporuke, a time uspostaviti izravniju i dugotrajniju vezu kupaca i prodavača, temeljenu na obostranoj koristi. Pojavom sve zahtjevnijih i kompliciranijih kupaca javlja se i svijest o potrebi za novim pristupom koji bi trebao donijeti konkurentsku prednost gospodarskom subjektu.Our business success depends on our customers! The customer or the consumer is actively seeking a supplier who can meet their needs. In this way they create a loyal customer who repurchases and is consistent. It should be noted that the requirements of customers increase simultaneously with the growth of technology capability, and the awareness of the customer as the most important link in the chain should be permanently maintained at the highest level. Developing customer care strategy, a company will modernize and be market-focused. The business of many companies today is „old fashioned“, which means that many experts are tucked into a false sense of security and shortsightedness with regard to new trends, losing to new professionals who follow trends and have a different attitude to the production, organization and care for the actual and potential customers. Thanks to technological advances, electronic communication with customers has become the basis of improving the services and products offered to customers. There was a change in the identification of customer’s needs and desires and products and service offerings. New forms, creativity, creation of integrated databases and computer organization will create the possibility of shortening the process of adoption and implementation of decisions, production and delivery and thus establish a direct and long-term bond between buyer and seller, based on mutual benefit. With the advent of more demanding and complicated customers, there was an awareness of a new approach which should bring a competitive value to the business entity