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.
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 maintain consistent presence in market
|1||5399||2005||At QuikTime managers in each of the company's eight geographic divisions do all the recruiting and hiring for their regions. They do this because centralized hiring allows the company to maintain a consistent employee profile so they can assign workers to positions and locations as needed. Secondly, centralized hiring reduces the risk a store manager who is pressured for time or not skilled in identifying talent will hire weak employees who will bring down the store's brand equity and by extension the company's.|
|2||5699||2005||Limited develops its own design skills. It hired more product designers and reorganized so that brands could be handled centrally. Limited started to develop products more quickly. The company also reorganized into three business groups: beauty and personal care, lingerie, and apparel.|
|3||6512||2003||To discover how to improve its services, Westfield mall owner studied JetBlue Airways, Marriott International, and other renowned customer service buffs. Additionally, it hired Master Connection Associates customer-service training firm to train its executives, concierges, and employees of housekeeping and security vendors.|
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