Losing sight of your customer

We all know that the term 'marketing' is synonymous with 'communication'. If the communication channels are inappropriate or misdirected, the central purpose of marketing any product or service is lost. Communication is delivered in many forms. Obvious 'front door' tactics of advertising, direct mail and bulk emailing are often combined with a more subtle approach of promotion on the website, widely distributed press releases, knowledgeable staff, personal contacts, and the 'moral high ground' support communication materials such as 'white papers', complimentary training courses, information booklets and advice guides. 

But who is the 'customer' to whom these various elements of a marketing mix are directed? In the 1980s, it was fashionable to consider everyone as your customer. The NHS ceased to treat 'patients', and replaced them with 'clients'. The public could no longer consider themselves 'passengers' on a train; they were promoted to 'customers'. Everyone in a communication chain became a 'customer'. 

When a company develops from the home-spun specialist enterprise selling directly to end users into a mainstream commercial business with a corporate structure, there has to be a change in working practice. The size of the client base expands and becomes too large to manage from head office. Markets may expand globally, and for a manufacturer, national distributors eliminate the problems of dealing with multiple languages, local fiscal and legal practices, maintenance and servicing. But companies can risk focusing their commercial interest on the nearest link in the commercial chain - national distributors - who consider their customers to be their network of competing dealers who may or may not sell to an end user. 

But what becomes of the communication channel between the prime manufacturer and the end user? Deciding on a marketing mix of appropriate marketing initiatives is the specialism of marketing consultancies who can help with detailed planning and implementation to ensure a coordinated approach to all stations on the 'route to market'.