“The purpose of business is to create a customer.” — Peter Drucker. Could Drucker be wrong? Maybe and maybe not but now consultants and know it all pundits are spinning customer creation as the holy grail to all 21st Century sales and marketing efforts. I am sorry, no I am not, but I don’t buy it.
A business doesn’t create a customer they come ready made. Customers are looking for suppliers to meet their needs but in the 20th Century mentality suppliers look for customers to meet their needs. It doesn’t work that way in the minds of the 21st Century customer and yet many suppliers still think that way. Look around and you’ll see suppliers consumed with CRM , RM, QM, CM and all the other acronyms and now social media tricks aimed at capturing, not engaging, the customer. Now suppliers are talking about another consultant speak mantra of the month—Customer Creation Tools & Techniques
To read the full, original article click on this link: The New Buzzword: Customer Creation | Relationship Economy
