CUSTOMER CENTRIC

To what extent does the Torrenza initiative reflect the various dimensions of customer centricity at AMD?

To what extent does the Torrenza initiative reflect the various dimensions of customer centricity at AMD?

Customer Centricity

Customer centricity is an approach of customer service. Those companies who believe that customers are king of their business always focus on their customers. These companies treat their customer as king. Previously it was supposed that if an organization is able to increase its products sale then only the organization can progress in long run. Now days due to complete paradigm shift the thinking and approach of such companies have also changed. In current environment, long term success and progress is based on customer satisfaction. The level of relationship between customer and the company plays a vital role in the progression of the company. In previous era companies focus was to sell product to the customers only. Now the organization focuses not only on sales of their products, but also provides consultation to the customer (Lee, 2011, p76).

Consultation services which are provided to customers have amplified the sales of customer centric companies. This is just because the customers are guided according to their requirement which results in customer satisfaction and customer loyalty. Changes had been also made to sales department. They are provided with trainings of customer service. Now not only the sales department co-ordinate with customers, but other departments also contact with customers (Shah, 2006, p117).

These changes have been made in order to provide high level of quality and customer satisfaction. Major focus of companies is in making their customer happy and for that they are involving customers in the production process also. In times when companies were considering the money spend on customer care and services as expense, they were not able to deliver better quality. When due to paradigm shift things starts to work in favor of customer, services such as customer satisfaction were treated as an investment. Due to these investment customers were able to connect easily with their concern company and their reservations were solved more quickly (Lee, 2011, p76).

AMD & Customer Centricity

Advanced Micro Devices (AMD) under the leadership of Hector Ruiz, applied the theory of customer centricity. Due to his customer oriented thinking approach he was able to lift the company's revenue. Ruiz was able to sell Opteron which was AMD's microprocessor for servers. Ruiz focused on the formulation of a system which can make use of the customer's help in their research and development department, The R & D department of AMD with the help of their customers and on their desire was able to produce customized technologies (Company 10-Ks).

Torrenza and Customer Centricity at AMD

AMD Customer Value Equity & AMD Brand Equity

AMD was spending a lot on their research and development department, but still they were not able to produce something which was different from Intel and other competitors. Due to their customer centric approach they were able to produce distinguished products and in return they were able to increase their ...