Processes [and Sub-processes] for identifying, developing, and retaining customers:
- Understand markets and customers
- Understand the market environment
- Understand customers’ wants and needs
- Segment customers
- Involve customers in the design of products and services
- Develop new concepts and plans for products and services
- Design, build, and evaluate prototypes
- Refine and customize products or services, then test their effectiveness
- Market and sell products and services
- Secure channels of distribution
- Establish pricing
- Develop advertising and promotion strategies
- Develop and deploy a sales force
- Process orders
- Develop customers
- Involve customers in the delivery of products and services
- Offer broad delivery options to become the “Supplier of Choice”
- Use delivery customization to attract and retain core customers
- Identify customers’ delivery needs
- Develop distribution capability
- Provide customer service
- Establish “Points-of-Contact” excellence
- Build cross-functional “Points-of-Contact” cooperation
- Train employees to improve customers’ expectations for products and services
- Manage customer information
- Build customer profiles
- Establish service information
- Measure customer performance and satisfaction
Remember: “Hearing is believing…”