Managing Customer Experience and Relationships. Don Peppers
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Название: Managing Customer Experience and Relationships

Автор: Don Peppers

Издательство: John Wiley & Sons Limited

Жанр: Экономика

Серия:

isbn: 9781119815341

isbn:

СКАЧАТЬ customers. The least flexible would be mass-producing a standardized product or service for a large market. (We talk more about customization in Chapter 10.)

      The story goes that in 1996, the executives at Barnes & Noble bookstores invited Jeff Bezos, the founder of a startup named Amazon.com, to lunch, with a proposition. Amazon.com had not yet made any profit (and would not, for its first 28 quarters in a row), so the nice guys at the well-established bookstore offered, as a favor to Jeff, to buy him out—before they launched barnesandnoble.com, the online version of the bookstore chain. They argued that Jeff's relatively unknown brand would not stand up to their highly popular name and that he should make some money on his software and systems. He declined.

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      The principles of a customer-focused business model differ in many ways from mass marketing. Specifically: The aggregate-market enterprise competes by differentiating products, whereas the customer-driven enterprise competes by differentiating customers.

СКАЧАТЬ
Market-Share Strategy Share-of-Customer Strategy
Treat different products differently. Treat different customers differently.
Maximize the value each product creates. Maximize the value each customer creates.
Focus on each product's attributes and benefits. Focus on each customer's experience.
Differentiate products from competitors. Differentiate customers from each other.
Sell to customers. Collaborate with customers.
Treat customers as on-off switches. Treat customers as volume dials.