Final Customer Purchasing from an Intermediary of the Product
Maintain Steps: Maintain steps include all activities required to keep the product in working order. These steps include the costs the customer incurs to diagnose and correct product problems.
2.
Emotional: Segment customers according to the personal emotional needs of the segment.
B. Needs to avoid sources of anxiety
1. Risks in relationship: The customer segment needs reassurance it can trust
Company Capability: Company capability that crosses all products
Reliability Leader: The company can be counted on to lead the industry in major aspects of Reliability- Segment interested in being assured that:
Company will respond promptly
| No. | SIC | Year | Note |
| 1 | 5331 | 2004 | Target refers to its customer as its "guest." |
| 2 | 6021 | 1989 | The National Westminster Bank pays customers $50 if they receive slow responses to loan applications and also gives customers $5 if an employee treats them rudely. |
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