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Chapter 9. The Future: The Not So Final ... > Keeping Step with the Customer—Susan...

Keeping Step with the Customer—Susan Boyce

Customer expectations and standards keep evolving and rising. New possibilities open up in a web-centric world for transforming daily life. Successful consumer companies understand that the only way to push the frontier is to continually refresh insight into what customers really want and need.

Connecting technology with customer desire requires substantial investment in customer and business intelligence. The stakes are high. It is very easy for customers to leave any given site and go to another. There are few switching costs or barriers. Comparative information across sites is often free and readily available. One of the key competitive advantages is how well you know your customer and how well you transform that understanding into a better customer experience for the customer. This means using information to create an environment and relationship with the customer that the customer wants to maintain. It means the basis for competition becomes much more focused on the total customer experience rather than products alone.


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