Customer Relationship Management, Role of Customers Partnership System in Implementation of Customer Centric Culture in Marketing

Philip Kotler and Gary Armstrong in their book “Principles of Marketing” state: At arrival of next decade, companies shall focus on customer engagement and market and considering products or technology is not enough because many companies plan their marketing with no respect to customer viewpoint and therefore, there will be no market for them. And they add: the success key in modern marketing is high consideration of customers’ viewpoints and total commitment in marketing to consider value for customers. In this article, we indicate how the partnership system as a management example can be applied to give value to customer and organization and focus on customers and their needs and demands and how to optimize quality and improve products and services based on customers’ requirements.