In the middle of the XX century, when many manufacturers began to face the problem of overproduction and surplus stocks of products, an actual and very important topic was the construction of such a marketing strategy that would allow to develop not only the market itself but also the product.

On the way of increasing consumer demand for goods there were two main obstacles. Sufficiency or almost complete satisfaction of previous acquisitions by consumers. This is the case when it is important that the family simply had a TV.

It was then that the concept of a client-centered approach was born (founded by the famous American psychologist Carl Rogers) and the ideas that business does not start with a product or product, namely, with a client. With his needs, his desires, motives and interests. This topic was commented on by "Utra" businessman, businessman and investor Dmitry Leus.

If in the United States of the client-centered theory was spoken already in the 60s, then in our country this topic began to develop actively somewhere after 2000. And this gap in 50 years was necessary to reduce very quickly. At the same time, many companies have faced (and many still face) three main problems:.

Dmitry Leus The first problem is the mental error "I know". And not the last role in this is played by the first head of the company, who often built a template service based on his picture of the world. Although the solution to the first problem is a very simple and effective solution - "Communicate more often with your client".

The second problem is "to wish for what is real". Very often, the companies, fearing to appear not in the best light of the client, on the one hand, and trying to entice a large number of new customers with their inflated promises, on the other, are in a situation when the company's level of expectations at the client is much higher than the level of the service provided. Such a self-trap, which many people come across. "And here I again appeal to the head of the company, who may not know about all the problems of the client due to" employment and congestion ". Leaders - go to the masses, work as a seller once a month (or quarter); View and respond to customer complaints that arrive at the hotline; Watch your competitors and become a consumer of their product or service; Be yourself consumers of your services or products and just watch the customers, "- says Dmitry Leus.

Dmitry Leus The third problem is "the treatment of symptoms, not the elimination of causes".

Companies that overcome these problems are today market leaders and show a steady increase in revenue, despite the crisis moments and all sorts of internal and external constraints.

"If you go a little deeper into the client-oriented theme, then today we are in a situation where management replaces marketing. This may sound a little strange, but it's those companies that build customer service strategies and build (and this is a purely managerial function) through the whole company a client-centered approach, are in a more advantageous position, "emphasizes the businessman.

Speaking about the so-called lean-approach, Dmitry Leus draws attention to the fact that the lean-approach is a thrifty and very adjusted attitude to the client. This is a constant monitoring and continuous actions aimed at improving communication with customers and improving their experience. This is a kind of "small steps" technique that allows you to constantly improve the efficiency of your business and have a high competitive advantage in the market.