December 2022
Intermediate to advanced
452 pages
14h 39m
English
Content preview from Customer Relationship Management, 1st Edition by Pearson
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7
The individualised customer proposition
This chapter examines supplying customisation to customers. The first section defines customisation and the ways in which this may be achieved. We then deal with the question: to what degree do we want to approach customers in an individualised manner? The supplier’s offering will be examined as well as the customer’s contribution: the price to be paid.
In this chapter we will address the following questions
- What is the significance of an individualised customer proposition?
- How to arrive at an individualised offering (following Pine and Gilmore, and Van Asseldonk).
- How to achieve customisation in the supply chain.
- What is the proper form of a customised offering?
- How to formulate and implement an individualised ...
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