Customer Oriented Apprach in Russian Small Business
Division for Sociology Russian State University for the Humanities Moscow, Russia
Researchers are talking about concentration on work processes and minimizing of attenton to a customer in large firms. But in small business businessmen don't pay enough attention to their customers. The problem is in the fact that small business usually don't even work their mechanizm through, not saying about a strategy. In Russia small business was created from nothing by people without special education and qualification. So now there are some problems with customer society and as a result - with a profit.
So we offer a customer stratedy as an ability to extract supplementary profit as a result of deep comprehension and effective satisfaction of customer's needs.
There are no clear foundations of customer relationships, according to world practice in Russian small business. The reasons are:
1. In Soviet Union there were no ways for private business because of the state economics and plan strategy. There were no choise of goods, deficit, and executives, who weren't interested in some profit, more than a plan.
2. After the Soviet, in 90-s, there were a lot of businessmen without special education. As a result, these people don't bring standarts of contemporary business culture. They are passive in innovations and qualitative steps in advancement of their business. Those who made an efforts for intensive development, had already became large firms.
3. Business depends on the outside conditions. It is important to say that there were no accessible information for businessmen. And state control for business, unreasonable interference and restriant on freedom of trade.
As we grounded the necessity of customer strategy as a development of business, so it is important to know, how much are russian businessmen ready to put it on their deal and practice.
An indispensible condition for each marketing strategy - is a businessmen consiousness. In 2008 I investigated Moscow buzinessmen and their subjective causes in customer orientation (interview). As a result we may say that the majority of businessmen provide a customer strategy. But they do it intuitively and fragmentary. They are more oriented on practice than on theory. But the investigation showed us many interesting detials...