
604 Part III n Information Quality Applied to Core Business Value Circles
The focus of the six meetings are as follows:
Meeting 1: Commitment
“Forget” your current vision — the rules of Customer “engagement” and
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expectations have changed.
“Forget” your competitors’ Web sites — you must concentrate on delight-
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ing your e-Customers.
Appoint an e-Business executive who reports to the Chief Operating
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Officer.
Appoint a Chief Information Quality Officer who can help you ensure
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that you are not wasting money or alienating e-Customers through Poor
Quality Information, both that you provide and that you receive from
your e-Customers or e-Business Partners.
Deal with resistance to change. You must change the paradigm to be suc-
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cessful in the emerging “realized” Information Age.
Meeting 2: Customer Segmentation
Customer groups — not “user” groups! — will lead the new economic
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revolution.
Start at the top of the loyalty pyramid.
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Identify your key e-Customer Segments.
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Target an
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outrageous level of e-Customer Satisfaction.
Meeting 3: Active Listening
Question: “How are online Customers going to change our company?”
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Address: “What is our next Business Value Proposition?”
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Conduct Customer surveys and hold Focus Group meetings with existing
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or prospective e-Customers.
Identify a range of ideas with open, non-judgmental brainstorming.
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Identify the most forward-thinking Customers willing ...