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The better half of companies tends to sing non stop their favourite mantra "aum money customer-oriented approach". However singing mantras(PR) changes the situation in no way for greedy for gain businesses tend to forget about adopting this approach and frack over the client.

The examples are not far to seek: imagine an enterprise and try to put it together with the phrase "client oriented approach":

• a bank and client oriented approach;
• a transport company and client oriented approach;
• a telecom and client oriented approach;
• a tour operator and client oriented approach;
• an auto service centre and client oriented approach;
• an insurance company and client oriented approach.

All the collocations evoke an ironic smile or even worse.
Surely it’s big companies we are talking about. Such problems are rather rare in small and middle-sized businesses due to higher flexibility and less formalized processes. Thus the situation in small companies is plain to see whereas big ones may not see and feel the costs and the damage that follow.

To sum it up big businesses’ task is to eliminate drawbacks and become more flexible.

There are two main sources of the need for flexibility: internal (your employees) and external (your customers). Our heartiest congratulations in case you have such employees and do take care of them but it’s at least unwise to ignore the most valuable consultants-customers. What are the ways to use them for your benefit?

Let’s have a closer look at the Ultima ERP compliments & complaints system as exemplified by our client Ulmart (www.ulmart.ru).

In every shop using terminals or online a Ulmart customer can leave a feedback describing the things as they must be from his point of view and his message will be automatically routed to the person in charge. There’s a fixed processing time for all written compliments and complaints. The client gets a delivery notification and later a final response. In case the time of the claim processing is exceeded a negative notification is automatically sent to the employee’s manager.

Evading and writing back sad stuff won’t go for the customer can easily use the link «unsatisfied with the answer» and his feedback will be routed to the right person in the next management level (down to top) including MD if necessary.

The staff is kept up.

Clients’ opportunity to take part in running the company increases involvement and tight terms of claims’ handling motivate staff and increase responsibility.
That’s what we call client-orientated approach.

At the same time gathering feedbacks doesn’t mean using them.
If your company uses Microsoft or SAP implementing permanent changes will take so long that when they finally are you might not need them and it will be so costly that it won’t be cost-efficient after all. With SAP it may result in no changes at all.

Using Ultima ERP supposes nonstop system developing and business processes improving.
We start processing our customers’ feedbacks within one hour after receiving. You can get more details about different maintenance schemes suitable for different companies in Software maintanace.

Mike Tyson’s coach Cus D’Amato used to repeat one very simple truth — ‘Speed kills’, which is 100% applicable to business, if your company manages to be the first to meet customers’ needs you win the competition.