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| Author: | Wills, G. |
| Title: | Enabling customers to drive your enterprise |
| Journal: | Management Decision
1992 : VOL. 30:3, p. 12-22 |
| Index terms: | MARKETING PLANNING SERVICE INDUSTRIES STRATEGY CONSUMER CHOICE MARKETING MANAGEMENT |
| Language: | eng |
| Abstract: | The theory of front- and back-seat driving relative to customer-driven enterprise is discussed. With deregulation and privatization picking up speed in service industries, customer service roles are vitally important. It is shown that marketing must embrace new technologies alongside customer choice and marketing ideology with intelligence. Examples of some major endeavours to create customer-driven enterprise are described and analyzed. A six-step process that empowers customers to drive an enterprise is presented: CUSTOMDRIVE 5. If CUSTOMDRIVE 5 is understood and implemented, then marketing professionals will soon take on board the relevant message. Managers are wholly in need of situational tutorial persistence. |
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