12.4 Conclusion
12.4 Conclusion An outward- facing , customer-driven strategy is key to the long- term success of any organization. The customer-driven organization develops a mutually beneficial relationship with the customer. In changing our view from a discrete customer sale to an ongoing, mutually beneficial relationship, we develop revenue streams. The value of these streams is the LTV of the customer. One facet of IEBI is CRM, which is that portion of the IEBI system that provides analysis of customer needs, wants, behavior, and value. It is through the IEBI/CRM system that the decision maker is able to predict a customer's LTV. Decision makers are able to optimize this value by understanding the needs and wants implicit in the customer's behavior and providing for them. It is the same old BI loop: collect, analyze, and act. If organizations are to be successful, they must accept that we are in a new age, the Internet age. As Pepper and Rogers so aptly point out, one-to-one marketing is a prerequisite to remaining competitive. IEBI enables the organization to develop that one-to-one perspective. In Chapter 13, we explore one way in which we can use the Internet to develop this perspective.  |
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EAN: 2147483647
Pages: 113