4 - Customer Orientation - based Some company owes the data...

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Implementing Customer Orientation
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Signals that a firm is not customer-focused Losing touch with the market Competition is taking over in your areas of traditional strength Business model is threatened Culture of we ve seen better days Product-focus Sales focus
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Implementation issues: CEO Role IBM, Xerox examples are business goals obvious? satisfaction vs. ROI vs. share demonstrated commitment is s/he walking the talk? customer contact research allocations
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Implementation issues: Role of customer data Measurement guidelines complaints data + periodic surveys standardized measures across divisions benchmark key competitors
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Implementation issues: Role of customer data Use of data (e.g., Dell) share results across functions link internal measures to external perceptions make data easily accessible ensure that decisions are market data-
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Unformatted text preview: based Some company owes the data and sell it. Some industry share the data. Implementation issues: Employee initiatives Satisfaction based-initiatives integrate within marketing: sales, service, business operations integrate marketing with other functions: notion of “ extended team ” “ closed-loop ” response to customers manage expectations of key customers CEO rule, employee rule Employee works cross functions Implementation issues: Employee initiatives Get employees involved satisfaction tied to compensation plans bonus system for hitting CS goals Implementing a Customer Focus: Summary Tortoise versus hare approach Slow and steady wins the race Fox and sour grapes Implementation counts Pied Piper Follow your own tune...
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