An integration of management and marketing approaches to market orientation is necessary to gain its full benefits, as evidenced by the success of Coach, H-P, Zara, and Ford.
Treat the pursuit of customer satisfaction as you do any other profit-driven investment—that is, assess it in terms of its NPV and/or ROA.
Customer satisfaction depends heavily on clear communication. Reap the benefits and avoid the pitfalls of e-mail and videoconferencing with these suggested communication guidelines.
Distraction, information, and compensation are common strategies that may mollify waiting customers.
It took radio 30 years, from 1922 to 1952, to reach 50 million users. Television required 13 years to do the same thing. Cable television became available in 1974 and achieved this goal in 10 years. It took the Internet approximately five years to reach an estimated 100 million users (Source: Harris Interactive) and revolutionize … Continued
Mike Roberts, President of McDonald’s USA – West Division, discusses how to generate customer-driven ideas.