The Contemporary Organization and Its Customers

In addition to attracting and retaining a workforce, an organization aims to attract and retain customers. While the initial attraction of customers is obviously important to organizational success, the true measure of effectiveness goes beyond achieving a new customer’s first transaction with an organization. Knowledgeable leaders and their employees recognize the critical importance of converting first-time customers into loyal customers who continue to patronize and support their organization over time. Although the initial connection with customers always involves skillful communication of a value proposition that resonates with them, retaining these customers and developing organizational and brand loyalty in their continued behaviors is the ultimate measure of success in working with customers.