11. Perspective of the Client: Strategic objectives

The objectives of the company will be conditioned by the selected Strategy, that which takes us to conclude that the strategic maps of companys of oneself competitive sector will be very similar if the selected Strategy has been the same one. On the other hand, if the Strategy was not the same one, the maps would not have resemblance some.

The key for the development of the appropriate strategic objectives is in the identification of the patterns of value that the organizations will project on their segments of market objective.

We should think about a series of important questions before determining the most important objectives at strategic level:

· What profile  has our market? --> size, competitors, consumers and their behavior...

· What market segments we should consider? --> important element for the correct definition of the objectives, in our way goal is to define proposals of value for each segment.

Should · be transformed our proposal of current value? --> we need to corroborate that our current proposal is the appropriate one for the market segments considered finally, if it was not this way, we should transform our proposal of value.

· Which they are and how do we go to our logar objectives of sales? --> we should think about numerous questions around what products we will sell, how to obtain them, in what markets we will act, we have the necessary clients, how we will get them, we will be able to enter easily in those markets, etc.

Among the main objectives that are managed in this perspective we can point out the following ones:

· VOLUME OF CLIENTS: (PARTICIPATION IN THE MARKET and ACQUISITION OF NEW CLIENTS): once we have certain our segments objective, our market, we should determine which it is the number of clients that we should have or to the one that we aspire... even to think in what segments we will obtain more clientele. We should mark ourselves very defined objectives in this case, I eat for example:

•  to Be leaders in the Atlantic Coast

• to Get 30% of the market quota in Bogotá

•  to Maintain the clients of the market of the family of products XYZ

· SATISFACTION: It is for this concept for which we should pass to achieve the client's Fidelización. A satisfied client can or not to buy us in some occasions, but if you are faithful, the probability that she buys a product of the competition  is scarce.

To satisfy the client it is necessary to consider a setting in scene of our product or service modélica, it is necessary to make it very from the beginning, it is necessary to capture him, the proposal of value must be remarkable. The excellence Perception on the part of the client toward our company must be a crucial objective.

· FIDELIZATION (RETENTION OF CLIENTS): The concept Fidelización goes a lot beyond the client's own satisfaction, although they can be considered several slopes inside the Fidelización:

•  The maintenance of the Clientele: Sometimes more voucher to maintain a good client that many bad, that is to say, the strategic client is our objective, although we are not able to increase the business volume, and even if has to reduce the level of revenues.

• I Increase of the business volume: We are insisting in the idea that the client in some moments practically is not buying our productos/servicios but rather she is acquiring our mark, our own guarantee of quality and service. In some organizations it is a key objective and it is the widest orientation in relation to the term Fidelización.

•  Sale "to measure" in the current client, in occasions of what is is of selling certain strategic and profitable products to a group of clients that  are strategic for their characteristics, it is not to sell more to the whole wallet; we would be making reference to our more beneficial wallet of clients.

•  I Increase of the Quota of Acquisition of the clientele: it is a relative concept, it is to see the global figure of purchase of the clientele that this grows, individual level doesn't care what each client can make in that sense.

 RENTABILIDAD FOR CLIENT: The level of benefits, profitability for client is also an objective interesting, mainly from a net perspective, that is to say, after eliminating the expenses in those that we have had to incur to get or to maintain this client.

· OPTIMIZATION OF THE   SURRENDERS TERMS : We are before an objective that is erecting in critical from the point of view of their own logistics for numerous companys. companys with a strong support in the electronic trade - as the own Amazon -, companys of the sector of the urgent transport - UPS, SEUR, etc. - or even organzaciones that base part of their strategy on the delivery to 24 hours like the own Barrabés at international level, constituting to this objective an element of first level to attract and to maintain to the clientele.