The internet has created availability, and global interaction has reduced the barriers to switching supplier, so retaining customers is about keeping aware of their changing needs and innovating as required, to respond to either spoken or un-spoken needs and provide a cost-effective, potentially unique solution, that will be highly valued and paid for. This apparently straightforward requirement recognises the need for information to guide and direct businesses into relationships that enable customer and supplier to perceive value in a customer-managed relationship.
Significant generational influences on product style, form and consumption, why and how service is a key to business differentiation and how communication has changed dramatically in just the last three years are factors that are having a profound impact, and businesses wanting to make their mark should take notice. We have examples all around us illustrating the dramatic changes that have occurred over the last couple of years and some of the issues created.
Although huge quantities of data may be available to a business,the worldwide research programme undertaken by Noventum has highlighted that it is necessary to manage information so that it can be disseminated in a useful form, on demand. Service Transformation has been recognised as an absolute necessity for businesses to deal with the rapidly changing environment. Although difficult to accomplish it creates a genuine concept of choice: the customer differentiates themselves through the choices they make. Demonstrating and delivering these choices is achieved through providing effective communication quickly and efficiently between the business and the customer, generating insight into the changing needs of the customer. Keeping abreast of the changing landscape and investing in the necessary technology to deal with the issues and complexity that has resulted is now a critical task to achieve success.
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