Customer Relationship Management: Getting It Right!

Chapter 2. The Case for Customer Relationship Management

Now that we have defined what a customer is, you are in a good position to identify which of Treacy and Wiersema's three value disciplines is the primary focus of your company. You are also better prepared to understand what approach to building customer loyalty will work best for you. Successful companies know that none of the value disciplines can be ignored, but that they must choose one of these as their primary focus. Companies relate to customers by providing either:

• The best products, or

• The best cost, or

• The best total solution.

These value disciplines (the ways in which a company delivers value to its customers) haven't changed. Most companies still have the same types of customers ...