亲近客户跟其他价值原则.pdfVIP

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亲近客户跟其他价值原则.pdf

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Customer Intimacy and Other Value Disciplines by Michael Treacy and Fred Wiersema Harvard Business Review Reprint 93107 Three paths to market customers, by contrast, have an expanded concept of value that includes convenience of purchase, leadership. after-sale service, dependability, and so on. One might assume, then, that to compete today, compa- nies would have to meet all these different cus- tomer expectations. This, however, is not the case. Companies that have taken leadership positions in their industries in the last decade typically have Customer done so by narrowing their business focus, not broadening it. They have focused on delivering su- perior customer value in line with one of three val- Intimacy and ue disciplines – operational excellence, customer intimacy, or product leadership. They have become champions in one of these disciplines while meet- Other Value ing industry standards in the other two. (For a dis- cussion of companies that excel at more than one d