A Model of Customer-Oriented Communication and its Implementation in the Transition Economies

University of Tartu Economics and Business Administration Working Paper No. 19

29 Pages Posted: 22 Nov 2003

See all articles by Maaja Vadi

Maaja Vadi

University of Tartu - Faculty of Economics and Business Administration

Maive Suuroja

University of Tartu - Faculty of Economics and Business Administration

Date Written: 2003

Abstract

The former Soviet Bloc countries are faced with the challenge of switching from a command economy to a free market oriented one. Coping with the turbulence of changes largely depends on whether the people involved wish and are able to break with their old attitudes and behaviour. Naturally, the attitudes, knowledge and skills related to the hitherto dominant rules of those societies will influence direct customer communication. In order to train salespeople in the transition economies, we constructed a model of Customer-Oriented Communication (COC). By now this model has been implemented on more than a thousand salespersons in four former socialist countries - Estonia, Latvia, Lithuania, and Russia. The paper describes the COC model, views the training courses conducted, and discusses the evaluation of the training process.

Keywords: Selling, customer service, customer-oriented communication, transition economies

JEL Classification: M39, M53, P29

Suggested Citation

Vadi, Maaja and Suuroja, Maive, A Model of Customer-Oriented Communication and its Implementation in the Transition Economies (2003). University of Tartu Economics and Business Administration Working Paper No. 19, Available at SSRN: https://ssrn.com/abstract=441461 or http://dx.doi.org/10.2139/ssrn.441461

Maaja Vadi (Contact Author)

University of Tartu - Faculty of Economics and Business Administration ( email )

Narva Road 4-A218
Tartu 51009
Estonia
+ 372 7 376 323 (Phone)
+ 372 7 376 323 (Fax)

Maive Suuroja

University of Tartu - Faculty of Economics and Business Administration ( email )

Narva Rd. 4-A214
Tartu 51009, 51009
Estonia
+372/7/376 116 (Phone)

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