Company Will Respond Promptly

A Final customer buying from an intermediary of the product The Final customer is the one who makes the final decision on what product to buy and from which supplier to buy it. Most consumer products, and many industrial products, reach Final customers through Intermediaries.

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:

B. Needs to avoid sources of anxiety
1. Risks in relationship: The customer segment needs reassurance it can trust:
d. Company Capability: Company capability that crosses all products
2. Reliability Leader: The company can be counted on to lead the industry in major aspects of Reliability – Segment interested in being assured that:
e. Company will respond promptly




1 5311 1990 Ross is improving its image, with nicer displays and more employee attendants.
2 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.
3 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.'
4 5961 1990 Lands' End has distinguished itself for customer service. About 230 volunteers, including the CEO, respond personally to letters that people write in.