Final Customer Purchasing from an Intermediary of the Product
Use Steps: Use steps include all the Final customer’s activities to find the appropriate product category at the Intermediary, to choose among the alternatives to the product and to take delivery of the product.
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
|1||5311||1990||Ross is improving its image, with nicer displays and more employee attendants.|
|2||5942||2001||A huge Barnes & Nobles opened up down the street from longtime independent bookstore Brookline Booksmith. In order to fight competition they "got busy and upgraded our customer service from 'somewhat indifferent' to 'every customers leaves with a better experience.'|
|3||5961||1990||Lands' End has distinguished itself for customer service. About 230 volunteers, including the CEO, respond personally to letters that people write in.|
|4||6512||2003||Westfield Holdings mall owner is spending large amounts on improving its customer service, spending on bathrooms, lounges and salary increases for customer-service representatives. The company even plans to offer a holiday season coat and package check.|
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