By S. Vandermerwe
In this booklet the writer brings jointly precise and leading edge paintings dependent upon her personal examine and paintings with prime businesses within the overlapping components of procedure, advertising and innovation to supply a brand new and dynamic version to enforce purchaser concentration in enterprizes. In an atmosphere of falling margins the version exhibits find out how to bring up price to shoppers and enhance company results.
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Extra resources for Breaking Through: Implementing Customer Focus in Enterprises
Example text
Customers then become both the barrier to competitive entry and the vehicle for growth as the potential for getting longer, deeper, stronger and more diverse revenues increases. customer lock-on Exhibit 4 Customer ‘lock-on’ loop Recast the Business Model P RINCIPLE 2: INCREASED VALUE COMES FROM CUSTOMER ‘ LOCK - ON ’ And so to the next principle: Through customer ‘lock-on’ the enterprise is giving value over time and, in return, getting value over time Customer Lock-On is not Customer Lock-In … Another awakener is the realization that customer lock-on is not customer lock-in.
At the top of the agenda would be consideration of the kinds of investments needed for this, and how best to exploit the new opportunity. Irrespective of industry, when investments are made in customer outcomes – rather than in product/service innovations, which only lead to a series of transactions that soon run their course – the enterprise concentrates on how to produce and deliver real customer value, ongoing and long term. It is by doing this that the organization is able to hold onto customers, rather than products, for as long as possible.
Customer focus also means finding the best price for customers by aggregating their buying power for their collective benefit, rather than offering discounts to the big transactional purchasers only. If the enterprise can’t find that best price in-house, it may, assuming it is one of the more progressive enterprises, look outside, as BP does if it can get a better deal externally for its customers than from its own silos. Technology makes all of this easier to do today on a mass scale. But technology is not a substitute for the customer-focused approach.