Get Inside The Lives of Your Customers  

Oleh:

Seybold, Patricia B.

Jenis: Article from Bulletin/Magazine - ilmiah internasional
Dalam koleksi: Harvard Business Review bisa di lihat di link (http://web.b.ebscohost.com/ehost/command/detail?sid=f227f0b4-7315-44a4-a7f7-a7cd8cbad80b%40sessionmgr114&vid=12&hid=105&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=bth&jid=HBR) vol. 79 no. 5 (2001), page 80-91.
Topik: customer; customer relations; customer retention; customer service; internet; marketing strategy

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Perpustakaan Pusat (Semanggi) Nomor Panggil: HH10.16 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Many companies have become adept at the art of customer relationship management. They've collected mountains of data on preferences and behaviour, divided buyers into ever - finer segments, and refined their products, services, and marketing pitches. But all too often those efforts are too narrow - they concentrate only on the points where the customer comes into contact with the company. Few businesses have bothered to look at what the author calls the customer scenario - the broad context in which customers select, buy, and use products and services. As a result, consultant Patricia Seybold maintains, they've routinely missed chances to deepen loyalty and expand sales. In this article, the author shows how effective three very different companies have been at using customer scenarios as the centerpiece of their marketing plans. Chip maker National Semiconductor looked beyond the purchasing agents that buy in bulk to find ways to make it easier for engineers to design National's components into their specifications for mobile telephones. By developing a customer scenario that describes how people actually shop for groceries, Tesco learned the importance of decentralizing its Web shopping site and how the extra costs of decentralization could be outweighed by the higher profit margins on - line customers generate. And Buzzsaw.com used customer scenarios as the basis for its entire business.

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