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Running head: UNDERSTANDING AND ENGAGING CUSTOMERSUnderstanding and Engaging CustomersName:Institution:1UNDERSTANDING AND ENGAGING CUSTOMERS2Employees directly interact with clients therefore for a business to accomplish the goal ofcustomer satisfaction it should focus on employee interests. Creating a conducive workingenvironment increases productivity and enhances employee commitment. Employees perceivethat since the company is serving their interests, the firm expects a high standard of quality andservice.Ritz Calton Company champions an occupational setting that values array of differences,strengthens the quality of service and satisfies individual ambitions. For example, the companyentrusts employees with up to two thousand dollars to satisfy consumer needs. For employees tobetter understand and engage with customers they should carry out the following;Customer SegmentationSegmenting customers is a process of dividing an organization's clientele base into smallsections of individuals that share similar characteristics. For example, geographical location,demographics and spending habits. Segmentation enables an organization to gain a betterunderstanding of customers' preferences and needs and later tailor-market their processes tosatisfy each segment.Organizational success depends on a firm's ability to develop and sustain customerrelationships (Kim, Jung, Suh, & Hwang, 2006). Customer segmentation helps to improvecustomer service, and it ass ...


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