Special contribution

Abstract

Making an organisation more customer-oriented is an ongoing process which will never be complete. Listening to customers and recognising their needs require that the organisation be alert at all times. A customer-oriented organisational culture represents the initiative of the work community as a whole. It means that the entire organisation. its leadership included, must be interested in investing in customer service and want to work for the good of the customer A satisfied customer is every organisation's most important marketing tool.