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The Customer Has Escaped
Cespedes, Frank V.
Nunes, Paul F.
Article from Bulletin/Magazine - ilmiah internasional
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. 81 no. 11 (2003)
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Every company makes choices about the channels it will use to go to market. For instance, traditionally, customer demographics guided the decision to sell through a discount superstore or a pricey boutique. It was a fair assumption that certain customer types were held captive by certain channels. The problem, the authors say, is that today's customers have become unfettered. As their channel options have proliferated, they've come to recognize that different channels serve their needs better at different points in the buying process. The result is "value poaching." For example, certain channels hope to use higher margin sales to cover the cost of providing expensive high - touch services. Potential customers use these channels to do research, then leap to a cheaper channel when it's time to buy. What does this mean for your go - to - market strategy ? The authors urge companies to make a fundamental shift in mind - set toward designing for buyer behaviors, not customer segments. A company should design pathways across channels to help its customers get what they need at each stage of the buying process. Customers are not mindful of channel boundaries - and you shouldn't be either.
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