In most companies, internal customers are responsible for creating value until reaching the external customer, the value can be defined in various ways, taking into account the need of what the external customer expects or needs.
The value as pointed out by Cantú (2011) is necessarily a combination of tangible and intangible aspects, that is, it is measured by quantitative aspects such as the economic contribution that is given to a product or service and qualitative aspects, which may be the values that the customer define as appearance, use, comfort, etc.
At present, companies no longer seek to have the best product or service, they focus on the real needs of the consumer, the more the company understands its client, the more consumption projections it will have in the short and long term. It is not common to see companies fail due to value issues, referring to the human approach of the client, this starts when the employee is not treated as an important piece within the same company, generating a negative impact, and these are errors that must be corrected before that is transmitted to the external client.
Value is synonymous with satisfaction, a benefit of this is when the product exceeds expectations and the purchase volume increases together with the recommendations of third parties (Velázquez & Contrí, 2010, p. 144).
So, taking into account the definitions that are raised, the value to the client is now a norm that must be taken into account, from the employees of the company to the consumer who acquires the product or service, listening, sharing and helping the client are factors that have been heading to be a trend, for example Hootsuite, a company that manages social networks on a single platform, is in charge of listening and helping its clients through tweets, emails and in a personalized way. They care about solving any concern in the shortest possible time, and that any client sees it efficient. It is because of these little things that the client is the one who makes a company big or small, and above all the difference from the rest.
Bibliography
Cantú Delgado, H. (2011). Development of a culture of quality. Mexico: McGraw-Hill.
Velázquez, BM, & Contrí, GB (2010). Loyalty as the basis for customer segmentation in retail. Spanish Commercial Information, ICE: Revista de Economía, (855), 139-152.
