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Essay / Research Paper Abstract
This 10 page paper consider the importance of information, how it is gained by the customer, how a company may capture and internalise the information to gain new customers and maintain old customers. The writer considers the way that this can be achieved by the company using tools such as the customer corridor and becoming a learning organisations. The bibliography cites 10 sources.
Page Count:
10 pages (~225 words per page)
File: TS14_TEundscs.rtf
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Unformatted sample text from the term paper:
who their customers are, and understand them in order to development and maintain market share as well as creating customer loyalty. However, there is a bilateral relationship and need for
information. The customer also requires information about the product that they wish to purchase. Here they will gather information, and in many ways they may be more knowledgeable about the
competitors products. This many not only be the technical specifications, but also the way in which the product may or may not suit their individual needs. Many companies may
be aware of the competition and what is available, however, when a company is large and seen as successful, such as was the position of 3M in the 1980s, then
they may focus internally on ways of maximising their resources and creating value, rather than look to the way in which the markets developing externally. If we look
at 3M, this appears to be the case. Whilst they were in a strong position there were develops such as the internal development of software to control their internal call
centres efficiently by controlling the switches more efficiently (SMSI, 2002). This was developing call centre management software, and created a spin of company of System Management Software, Inc. (SMSI), and
is an indication of the way in which it was the internal development that were gaining the commercial attention. The key failure is the way in which the company did
not listen to the market and the needs of the customers. If we look at how customer loyalty may be increased and the customer understood then there are many model
we may look at. There are models that look to the customer, such as market research projects and asking the customers, seeking to satisfy as many as possible, other look
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