12.2 The Ultimate in Customer-Driven
12.2 The Ultimate in Customer-Driven Let's take a trip into the future to see what the ultimate customer-driven organization might be like. In this future, we manufacture a device that sits in a convenient corner of a customer's home or office. Whenever our customer opens the front door of the device, the thing that would most satisfy his or her need at that moment appears. The customer doesn't even have to say what it is that he or she may want. The product simply appears. In the morning, the perfect breakfast is prepared exactly the way he or she likes it. As the customer dresses to leave for the office, his or her clothes, perfectly matched and tailored, are already laid out. That night after dinner, the customer opens the door to find a book. The author and genre are new to the customer, but the book turns out to be one of the best he or she has read in a long time. What makes this machine even more wonderful is that the price is exactly what the customer would want to pay, not a penny more. The breakfast, clothing, and book were acquired at a price that the customer feels was a pretty darn good deal. If it were possible to develop such a device, we would easily eliminate all competitors . We would perfectly fulfill the wants and desires of all our customers. They would soon learn that there is no need for them to turn to any other vendor. They would establish a relationship with us in which they are dependent upon this one device to meet all their needs. Unfortunately, such technology does not exist, at least not at this point in time. It does demonstrate , however, the ultimate objective of the customer-driven organization. The customer-driven organization creates a relationship with the customer, a mutually beneficial relationship in which the customer sees the organization as a trusted advisor. The organization undergoes a transformation as well. It no longer views the market as some nebulous cloud into which it dumps its products and services. We understand that the market is not monolithic, but comprises diverse sets of individuals who have their own needs and wants. In such an environment, we must develop a relationship with each individuala relationship in which they communicate their desires to us and we fulfill them. Establishing and maintaining this relationship is a specialized area of BI known as Customer Relationship Management (CRM).  |
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EAN: 2147483647
Pages: 113