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Customers
today expect greater variety and customization, more
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sophisticated
product features, and better service.
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In
response, savvy marketers are shifting from a traditional “make and
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sell”
approach to a knowledge-intensive “sense-and-service” strategy.
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Raw
data is transformed into information and, through the use of
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sophisticated
tools and educated users, converted into useful
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knowledge.
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Information
systems can impose greater structure on a customer-service
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process,
which offers the potential for greater management control and
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impressive
efficiencies.
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But
too much structure can result in rigid operating procedures that run
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counter
to customer expectations of reasonable flexibility.
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James Cash, “Listen to Your Customers,” Information
Week, 27-Feb-95,
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p.
108
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