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First, they have an organizational orientation that makes
customer retention
a priority and gives employees wide latitude to satisfy customers. Second,
they use metrics, incentives and structure (organizing on the basis of
customer groups) to produce the proper "configuration." And third, they
gather and use information about customers that is in-depth, relevant and
available through IT systems in all parts of the company.
The author uses case studies involving two major credit-card companies and a
high-quality chain of hotels to demonstrate how sustained advantage with
customers results when companies build these components of the capability.
The combination of a true customer-directed orientation, the right
technology for generating and distributing information, and the proper
organizational configuration can help turn a company into a
market-driven
leader.
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