By C. K. Prahalad, Patrica B. Ramaswamy, Jon R. Katzenbach, Chris Lederer, Hill Sam
This number of state-of-the-art articles can assist enterprises know how to construct consumer loyalty via special relationship-building ideas comparable to partnerships, branding, and superlative customer support. Contents comprise: Co-opting shopper Competence by means of C.K. Prahalad and Venkatram Ramaswamy; Get contained in the Lives of Your clients via Patricia B. Seybold; The outdated Pillars of latest Retailing through Leonard L. Berry; are looking to ideal Your Company's Service?: Use Behavioral technological know-how by way of Richard B. Chase and Sriram Dasu; do not Homogenize, Synchronize by means of Mohanbir Sawhney; Firing Up front Line through Jon R. Katzenbach and Jason A. Santamaria; fighting the untimely loss of life of dating advertising and marketing through Susan Fournier, Susan Dobscha, and David Glen Mick; and notice Your manufacturers via Your clients' Eyes by way of Chris Lederer and Sam Hill.
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Extra info for Harvard Business Review on Customer Relationship Management
It is about educating customers and being educated. Companies that are trying to introduce radical Co-opting Customer Competence 21 new technologies have a particular interest in educating their consumers. Monsanto discovered this the hard way. Its failure to shape expectations of consumer groups— especially skeptical groups in Europe and in Asia—about the benefits and limitations of genetically modified seeds has left the company facing massive resistance not only to its products but even to the very concept of genetic modification on which the company has staked its future.
What new resources would you need? What process changes would you have to make? What technologies would you need to install? You should go through this exercise for a number of different target customers, customer goals, and customer situations. By developing multiple scenarios, you’ll begin to see patterns. Different scenarios may have critical steps in common; by focusing your initial efforts on these common steps, you’ll get the most bang for your buck. Once you have a sense of how customer scenarios work and what needs to be done to document them, it’s time to call in the customers.
That’s not an easy task. It is easier to pay lip service to values than it is to live by them. Consider diversity in the workplace. It is a value professed by nearly all consulting firms—whose employees remain depressingly similar in age, class, and educational background. Providing stability in the new economy demands leadership that is intellectually vigorous and, at the same time, administratively savvy. The ability to amplify weak signals, interpret their consequences, and reconfigure resources faster than competitors will be a source of advantage.