This is my blog and it will be about marketing and the more strategic stuff with a focus on interorganizational things like competence, processes, planning and cultures within companies. As a consultant within marketing I am often baffled by the lack of strategies and focus on the customer. A customer orientation is necessary in any company that strives for high margins and high customer retention. If this is what you are looking for then you need to check out your internal processes and not just the traditional ones like:
Billing
Procurement
Delivery
Customer support
etc
You also need to see to it that the marketing plans are read and understood by the employees, whats the purpose of planning if the ones executing it doesn’t read and understand their part? Of course there are other processes as well but more about them when the ”real” blog starts.

Professor Christian Grönroos once said ”if you want to be customer oriented then you need processes, but having processes doesn’t make you customer oriented” with a slight disclaimer that the quote isn’t an exact match, but, the essence is there.  I think these words have so much depth and should work as a guide for all organizations that want to enhance the relationship with their customers.

I hope the above displays what I will blog about in the future and that you will learn something from it and that you respond with comments so I can learn something from you.

Håkan Pettersson