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Manufacturing Technology Committee
Chandler, Arizona Facility
The Customer-Centric Company
Bulking up at the digital customer interface and creating "sticky"
relationships with customers are key to e-business success
Structure of Commerce
- Customers have more choice and wield greater power in the
digital age
- Purchasing aggregation is common at all levels from individuals
to SMBs to kieretsu of large giants
- The greatest portion of value is gained by those who build
an [audience, community, market] and then aggregate a set of
solutions to sell to it
- Customer knowledge and mindshare are key metrics of business
value
- Owning strategic customer interfaces (portals, gizmos, user
interfaces, etc.) is a major, sustainable source of competitive
advantage
- Entire value chains become organized around strategic
customer interfaces
- Horizontal, large scale service providers handle routine
operations tasks
- Direct, one-to-one relationships between companies still
dominate commerce; even when market hubs are the platform for
commerce, trading partners enjoy customized policies and streamlined
procedures
Business Architecture
- Companies everywhere focus on a multitude of new customer
interfaces
- Web-based CRM and tight process linkage (extranets and
BPO arrangements)
- Web-based multi-level multimedia collaboration and highly
personalized and localized interfaces for commerce interactions
- Smart connected products and service platforms that relay
constant telemetry on product/service quality, usage, volumes
- Brand is key; marketing expenses are high
- Even when working through channels, a firm directly touches
end customers via Web
- For many companies, these reach through, transparent
channels mean many orders of magnitude increase in the number
of customers they can/must interact with
- Companies shift back office activities to outside service
providers
- Winning companies are those that focus on making their customers
successful e?businesses
- They extend web-based service platforms to under-served
markets, typically SMEs
- Product businesses turn into service businesses with a heavy
emphasis on turnkey solutions to critical business needs
- Metrics focus on insuring total commitment to customer service
and satisfaction
Enablers
- Service management and SLAs widely implemented for web-based
business services
- Converged, digital communications enriches distributed collaboration
and improves productivity of managing contacts
- Capturing customer data at every interface and getting a single
view of the customer relationship is critical: integrated CRM
is very successful
- Companies must build an integrated interface for the customer
which requires a great deal of structural change behind the
interface
- Can not do just veneer webification of what you've got-you
must get rid of stovepipes and fragmented interfaces
- Connected smart product technology develops quickly and broadly
- CRM service providers extend sophisticated customer management
to SMEs
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