Customer responsiveness: Being fast and right through impatience and intolerance

This article sets out the key function of marketing in creating sustainable growth by understanding, anticipating and satisfying customer need, and gives some tips for organisations that want to be more responsive.

Customer responsiveness: Being fast and right through impatience and intolerance

Charlie DawsonThe Foundation

The Marketing Society's Manifesto defines the role of marketing as creating sustainable growth by understanding, anticipating and satisfying customer need. But experience tells us that it is easier to say than to do. Why is it so difficult to be responsive to customers? This article describes how being simultaneously intolerant of anything that is not in a customer's best interest and impatient about how long it takes to get it out there is the best formula for success.

This piece is based on some initial research...

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