Developing Customer-Oriented Approach in a Multinational Company
The article discusses an approach to developing customer-oriented approach in a multinational market research consulting company. Factors of customer-oriented approach are revealed based on empirical research data. The research was held in the multinational company affiliates located in 12 countries. The article presents an algorithm enabling not only decision-making in the field of allocating employees to company clients based on the level of employee customer orientation but also employee customer orientation development. In conclusion, the company’s biggest need in customer-oriented approach is related to the company departments implementing ad-hoc projects for clients. In this respect developing employees’ social skills and providing employees with significant decision-making authority become particularly important. The findings could be used by different stakeholders (line managers, human resource professionals etc.) involved in the process of human resource management and interested in developing customer-oriented approach.