Key 4 Customer Value. Creating a Competitive Advantage
As we have seen in Chapter 2, the customer should play a key role in planning and organizing a business. Customer feedback is possibly the most important input to the strategic planning process. If current customers complain readily about how they are treated, no amount of strategic brilliance will salvage the business. Even so-called “captive customers” will make huge and creative efforts to become non-captive as soon as possible. If every product or service is third or fourth in market share and declining, all other competing strategies pale compared to reinvigorating the customer interface, no matter what it takes.
The customers may also play a key role in testing possible strategic alternatives. ...
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