Final Customer Purchasing from the Product Producer

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.

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 segmetn 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 Reliabiity – Segment interested in being assured that:

Product will be available and delivered as promised

No. SIC Year Note
1 3571 2001 Consumers are more interested in getting good sales advice, training and support after the sale than in saving a buck or two on the cheapest PC, Gateway says. Plus, customers can return to Gateway stores if they need training, peripherals or repairs. "We're in the neighborhood. We aren't going to leave you after the sale."
2 4512 2004 United Airlines is the second-largest airline company in the U.S. It has recently been focusing on improving its customer service. United's on-time-departure rate now leads the industry. The airline cancels fewer flights than its peers and last year it lowered its once-towering customer complaint rate.
3 4813 2004 With 54% of the market between them, the new Cingular (30%) and Verizon Wireless (24%) are emerging as the monsters of the consolidating American cell phone market. For the Cingular/AT&T Wireless combination, size means newfound strength. The two networks are expected to mesh in a way that will help eliminate the dropped calls and spotty coverage that have bedeviled Cingular and AT&T Wireless. With 44 million subscribers, the new Cingular will easily be the biggest cell phone company in the country.

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