• Create BookmarkCreate Bookmark
  • Create Note or TagCreate Note or Tag
  • PrintPrint
Share this Page URL
Help

Chapter 7. Transforming Customer Contact... > The Universal Business Problem: Mana...

The Universal Business Problem: Managing the Order Acquisition Process

The order acquisition process has become more complex and difficult to manage because of the need for customized products and services, new distribution channels, and multiple pricing options. Selling complex products requires dealing with two different types of complexity.

  • Product complexity arises when products have many features that interact with one another to influence functionality, price, and performance, as well as the manufacturing and delivery process. Networking and telecommunications equipment, automobiles, and computers are examples of complex products.

  • Needs complexity arises in selling even relatively simple products and services, such as home theater equipment or insurance policies. The product itself may be relatively simple, but many factors come into play when evaluating a customer's needs and matching them with the best product or service.


PREVIEW

                                                                          

Not a subscriber?

Start A Free Trial


  
  • Creative Edge
  • Create BookmarkCreate Bookmark
  • Create Note or TagCreate Note or Tag
  • PrintPrint