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Developing Competitively Superior Customer Relationships

Product Type: Market Research Report
Published by: American Productivity & Quality Center
Published: September 2004
Product Code: R166-14
Description
Focus on the competitive superiority of customer relationships to improve profitability and strategic advantage. In Developing Competitively Superior Customer Relationships, find out what you should consider about the competition in customer relationship management. Examine best practices for developing, integrating, and applying insight into both competitors and customers because customer relationship management is a competitive strategy, not simply a series of customer-focused initiatives.

KEY FINDINGS

Overarching

  • Organizations are paying more time and attention to their customer relationship management initiatives than competitive advantage.
  • Opportunities exist for organizations to assemble a suite of initiatives to develop competitively superior customer relationships.
Company Attributes
  • Best-practice organizations develop the research to demonstrate brand equity and other organization attributes relative to competitors rather than independent of competitive considerations.
Customer Satisfaction
  • Best-practice organizations compare specific features and preformance indicators to competitors'.
Company and Customer Access, Communication, and Alignment
  • Organizations with competitively superior customer relationships distinguish among their customers according to customer value and strategic importance or future customer value.
  • Organizations use their databases as a key enabler of their alignment, customer communication, and value creation.
  • Organizations leverage their existing customer knowledge for competitive advantage as opportunities present themselves.
Table of Contents
Executive Summary
Chapter 1: Overview of the Research Framework
Chapter 2: Assessing Company Attributes for Developing Competitively Superior Customer Relationships
Chapter 3: Understanding Relationships with Each Customer
Chapter 4: Understanding the Competitors for Each Customer
Chapter 5: Implementation and Measurement Considerations
Chapter 6: What’s Next?
Case Studies
  • Eastman Kodak Co.
  • Fidelity Investments Institutional Services Co. Inc.
  • Hudson’s Bay Co.
  • Medrad Inc.
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