This collection of cutting-edge articles will help organizations understand
how to build customer loyalty through unique relationship-building strategies
such as partnerships, branding, and superlative customer service.
Table of Contents
Co-Opting Customer Competence, by C.K. Prahalad and Venkatram Ramaswamy
In this article, the authors demonstrate how the shifting role of the customer
affects the notion of a company's core competencies. Where previously, businesses
learned to draw on competencies and resources of their business partners
and suppliers to compete effectively, they must now include customers as
a part of the extended enterprise.
Get Inside the Lives of Your Customers, by Patricia B. Seybold
This article shows how effective three very different companies have been
using customer scenarios as the centerpiece of their marketing plans.
The Old Pillars of New Retailing, by Leonard L. Berry
This article illustrates how some retailers have built successful operations
by attending to common sense ways of dealing with their customers and how
others have failed to do so.
Want to Perfect Your Company's Service? Use Behavioral Science, by
Richard B. Chase and Sriram Dasu
This article will help you engineer your service encounters to enhance your
customer's experiences as well as their recollections of the process after
it is completed.
Don't Homogenize, Synchronize, by Mohanbir Sawhney
Rather than create a "one-company" culture, tearing down organizational walls,
this authors advocates synchronizing all its data on products, filtering
the information through linked databases and applications, and delivering
it in a coordinated, meaningful form to customers.
Firing Up the Front Line, by Jon R. Katzenbach and Jason A. Santamaria
How do some companies succeed in engaging the emotional energy of the
rank-and-file workers? Researchers at McKinsey & Company and the
Conference Board discovered that one highly effective route is demonstrated
by the U.S. Marine Corps.
Preventing the Premature Death of Relationship Marketing, by Susan
Fournier, Susan Dobscha, and David Glen Mick
Ironically, the very things marketers do to build relationships with customers
are often the things that are destroying those relationships. This article
shows marketers how to figure out how and why they are undermining their
own best efforts, as well as how they can get things back on track.
See Your Brands Through Your Customers' Eyes, by Chris Lederer and
The authors explain the "brand portfolio molecule," a new mapping tool that
reveals the way brands appear to the customer and the many forces that influence
a customer's buying decision.