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Título:
SINTONICE CON LO QUE DICEN LOS CLIENTES

Title:
TUNING IN TO THE VOICE OF YOUR CUSTOMERS

Autor(es):
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Autor(es): ALLEN, JAMES; REICHHELD, FREDERICK F; HAMILTON, BARNEY

Fuente del inglés:
HARVARD MANAGEMENT UPDATE, VOL.10, ISSUE 10, OCT., 2005, P.3-5

Fuente del español:
HARVARD MANAGEMENT UPDATE, NO.96, FEB., 2006, P.5-7

País(es)
N/A

Materia(s):
NEGOCIOS--PREVISION; COMPETENCIA; CONSUMIDORES; SEGMENTACION DEL MERCADO; PARTICIPACION DE MERCADO

Resumen:
The article reports that companies that have large market share usually tend to take their customers for granted. Mangers can become so focused on the data that they stop hearing the real voices of their customers. Most large companies are adept at dividing customers into segments and designing value propositions for each one. But those that deliver a truly outstanding customer experience go about the design process in a unique way. In defining segments, they look not only at customers' relative profitability but also at their tendency to act as advocates for the company.

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