CLIENT ORIENTATION KEY ASPECT OF SERVICE OR LONG-TERM COMPETITIVE ADVANTAGE AND COMPANY IMAGE
Today, the functional environment determines changes for systems (business/companies). This has already affected business models and business processes, principles and approaches to communication with employees and customers. The article considers service as a system business, the key aspect of which is customer-oriented. Determines the current market for business changes. The ideology of business is changing more and more clearly, its focus - client orientation is shifting. A new understanding of the system and business strategy is being formed: service - a system for the implementation of customer expectations through a service product. Client-orientation: this is a key aspect of the service system, the «Business/Company-Client» system, - the concept of business, taking into account its functionality in different segments; implemented at all levels of management and all functional units, focused on innovative - proactive development in order to form an image and achieve a sustainable competitive advantage of the business/company. The formation and functionality of the system is facilitated by the stable nature of the main relationship formed by the Company, which is based on customer-orientation - trust relationships. The service product, its reproducible value, is formed by three main stages: initial, implementation/impact and finishing. The achievement of the goals of each stage contributes to the formation of The company’s character of the main connection. Practice shows that the service system and strategy of» life « of the company, the system to ensure the stability and profitability of the business, the formation of long-term competitive advantages and the company’s image, profits and market share. Customer orientation is in its importance comparable with competitiveness, reflecting the degree of compliance of the Company with the expectations of Customers. The customer-oriented aspect reflects the laws and axioms of the service system.