Managing Relationships With
Customers
,Managing Relationships With
Customers
⚫Establish a competitive advantage along
these dimensions:
Reach
– the firm’s access and connection to customers
Richness
– the depth and detail of the two-way flow of
information between the firm and customers
Affiliation
– facilitating useful interactions with customers
4
,The Central Role of Customers
In selecting a business-level
strategy, the firm determines
1. who it will serve
2. what needs those target customers
have that it will satisfy
3. how those needs will be satisfied
5
, Basis for Customer Segmentation
Customers
Consumer Industrial
Markets Markets
6
Customers
,Managing Relationships With
Customers
⚫Establish a competitive advantage along
these dimensions:
Reach
– the firm’s access and connection to customers
Richness
– the depth and detail of the two-way flow of
information between the firm and customers
Affiliation
– facilitating useful interactions with customers
4
,The Central Role of Customers
In selecting a business-level
strategy, the firm determines
1. who it will serve
2. what needs those target customers
have that it will satisfy
3. how those needs will be satisfied
5
, Basis for Customer Segmentation
Customers
Consumer Industrial
Markets Markets
6
