As Peppers and Rogers (2001) suggest “A customer strategy enterprise interacts directly with an individual
customer. The customer tells the enterprise about how he would like to be
served. Based on this interaction, the enterprise, in turn, modifies its
behaviour with respect to this particular customer. In essence, the concept
implies a specific, one-to-one enterprise relationship, as in the case when the
customer’s input drives the enterprise’s output for that particular customer”.
The Benefits to the Customer include among others time savings,
technical assistance, assurance of performance, access to latest developments,
superior responsiveness to service requests problems, superior fit to his needs
because of personalised solutions etc.
The Benefits to the Company on the other hand from gathering
customer’s information and trying to strategize on this creating a sustainable
competitive advantage is among others lower rates of defection, greater loyalty
and retention, higher profit margins than competitors.
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