Traditional is becoming sexy

Article

Appoint the right marketers to make ex-government organisations more integrally customer-oriented. Marketing plays an essential role in companies like Essent and the Netherlands National Railways (NS) in terms of customer experience, integral customer orientation and growth realisation.

Appoint the right marketers to make ex-government organisations more integrally customer-oriented. Marketing plays an essential role in companies like Essent and the Netherlands National Railways (NS) in terms of customer experience, integral customer orientation and growth realisation.

Integrally operating marketers put the customer at the centre of the operation. Based on two practical case studies and a Berenschot model, this article shows how the company strategy can be successfully translated into targeted commercial activities, attractive financial results and a customer-oriented organisation. The prerequisites for success are: appoint the right marketers and make them accountable.

Passion must be nurtured
Marketers do not like traditional sectors and traditional sectors do not like marketers. This is why sectors like agriculture, energy, public transportation, healthcare and education are not the sexiest sectors for marketers. Yet the business environment in these traditional sectors is highly dynamic. Indeed, it is the deregulating markets that are faced with new rules, new competitors and more professional procurement. Well-informed customers in these sectors now have a broad choice of high quality alternatives.

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traditioneel wordt sexy
Author(s)
Martijn Laar
Onno Ponfoort

Title
Traditional is becoming sexy

Source
Management Executive
(March 2011) p. 266 - 229

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