Customers what they want and how to deal with it

Customers what they - Customers What they want and how to deal with it CSC Proprietary 2:14 PM 008_5811_BLU2 1 How will customers want to be

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CSC Proprietary 09/11/02 2:14 PM 008_5811_BLU2 1 Customers What they want and how to deal with it
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How will customers want to be handled in the next few years? Does this actually involve technology? What should companies do to deal with these issues successfully and what opportunities do they bring with them? Patrick Molineux CSC Proprietary 09/11/02 2:14 PM 008_5811_BLU2 2
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CSC Proprietary 09/11/02 2:14 PM 008_5811_BLU2 3 How will customers want to be handled in the next few years? A generation of customers that have never known life without the Internet will hit the economic mainstream demanding that companies re-evaluate their B2C strategies With level playing fields, the role of brand as differentiator becomes more critical, but companies will have to close the widening chasm between brand and their CRM As innovators teach customers what is possible, so companies will have to respond by delivering on the promise of mass customisation . . . with a twist
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CSC Proprietary 09/11/02 2:14 PM 008_5811_BLU2 4 Who are the Internet Generation? As different as every generation from its parents Ethnically diverse – even within Europe Culturally eclectic – if highly American-ised Spenders not savers – especially now Behavioural tension – health versus junk fund Experimental – with, well, everything Stylistically ephemeral – clothes, technology . . . Naturally optimistic – more prosperous times Technologically adept – SMS, Internet
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CSC Proprietary 09/11/02 2:14 PM 008_5811_BLU2 5 The Internet is astonishing for its success not its failure Deep penetration but not yet between business and customers In 2001 over 4 trillion emails sent in the US compared to 100 billion letters In the same year, nearly 50% of insurance companies had no significant online communication enabled 46 38 17 7 0 10 20 30 40 50 Electricity Telephone Television Internet Years taken after service became available to reach 30% of US households
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CSC Proprietary 09/11/02 2:14 PM 008_5811_BLU2 6 So what? How to connect with people who understand SMS, how to program
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This note was uploaded on 03/12/2010 for the course ECON CRM taught by Professor Prof during the Spring '10 term at École Normale Supérieure.

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Customers what they - Customers What they want and how to deal with it CSC Proprietary 2:14 PM 008_5811_BLU2 1 How will customers want to be

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