Reference: Gary Heil, Tom Parker, & Rick Tate, Leadership And The Customer
Revolution, Van Nostrand Reinhold, 1995
At one time we were satisfied
with a one-size-fits-all product or service; now we want businesses to bend to our will.
On a rational level, this
means we’re more insistent that a product meet our special needs.
Information and new
technology are at the heart of the move toward customizing service.
Reference: James Cash, “Listen to Your Customers,” Information Week, 27-Feb-95, p. 108
Customers today expect greater
variety and customization, more sophisticated product features, and better service. In response, savvy marketers are shifting
from a traditional “make
and sell” approach to a knowledge-intensive “sense-and-service” strategy.