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| Author: | Seybold, P. B. |
| Title: | Get Inside the Lives of Your Customers |
| Journal: | Harvard Business Review
2001 : MAY, VOL. 79:5, p. 80-91 |
| Index terms: | CUSTOMERS CUSTOMER RELATIONS MARKETING COMPANIES |
| Language: | eng |
| Abstract: | Many companies have become adept at the art of customer relationship management. They have collected mountains of data on preferences and behavior, divided buyers into ever- finer segments, and refined their products, services, and marketing pitches. In this article, the author shows how effective three very different companies have been at using customer scenarios as the centerpiece of their marketing plans. Chip maker National Semiconductor looked beyond the purchasing agents that buy in bulk to find ways to make it easier for engineers to design National's components into their specifications for mobile telephones. Each time they do so, it translates into millions of dollars in orders. |
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