Основные направления изучения клиентоориентированности: предпосылки формирования, уровни, результативность

Клиентоориентированность как одна из ведущих концепций современного маркетинга получила активное развитие в 1990-х гг. Множество теоретических и практических наработок требуют систематизации и адаптации для облегчения практического использования. Целью статьи является разработка концептуальной модели взаимосвязей клиентоориентированности в компании на основе систематического анализа существующих исследований. В результате анализа подходы к определению клиентоориентированности систематизированы на основе двух признаков: уровень клиентоориентированности (личностный, организационный) и подход к трактовке сущности клиентоориентированности (ценностный, процессный). В статье для определения клиентоориентированности использован интегрированный подход, включающий ценностные и процессные характеристики клиентоориентированности, так как он дает компаниям исчерпывающее понимание для развития клиентоориентированного подхода. В рамках интегрированного подхода клиентоориентированность понимается как деятельность компании, направленная на сбор информации о текущих и потенциальных клиентах, распространение этой информации в компании и разработка действий для удовлетворения текущих и будущих потребностей клиентов посредством создания наивысшей ценности. Также изучены взаимосвязи клиентоориентированности с различными аспектами деятельности компании и предпосылки ее формирования, которые составляют основу концептуальной модели. Полученные данные показывают, что клиентоориентированность влияет не только на результативность бизнеса, но и на сотрудников, конкурентное преимущество, клиентов и выбор управленческих стратегий. Разработанная модель позволяет целостно взглянуть на клиентоориентированность в компании и разработать план ее развития.

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