9-1 Notes - Customer Intimacy and Other Value Disciplines...

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Customer Intimacy and Other Value Disciplines All value disciplines “changed what customers valued and how it was delivered, then boosted the level of value that customers expected.” o Operational Excellence : providing customers with reliable products or services at competitive prices and delivered with minimal difficulty or inconvenience o Customer Intimacy : segmenting and targeting markets precisely and then tailoring offerings to match exactly the demands of those niches o Product Leadership : offering customers leading-edge products and services that consistently enhance the customer’s use or application of the product, making the rival’s product obsolete. Don’t lose sight of discipline o Sears tried implementing strategies from all three value disciplines Didn’t succeed Instead of being great at one, they were mediocre in three As it said earlier, they need to push the boundaries of one discipline while meeting industry standards of the other two o In the future, chances are a business has to master two Do you think that’s what Sears was trying to do? How do you strike a balance leading in two different areas? Operational Excellence Lead industry in price and convenience Dell outdid Compaq i.e. Wal-Mart, American Airlines, and Federal Express General Electric looked beyond “loaded dealer is a loyal dealer” o Emphasizes efficiency and reliability Customer Intimacy Continually shape products to fit an increasingly fine definition of the customer i.e. Nordstrom, IBM, and Home Depot
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This note was uploaded on 09/08/2011 for the course MAR 3023h taught by Professor Kim,j during the Spring '08 term at University of Central Florida.

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9-1 Notes - Customer Intimacy and Other Value Disciplines...

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