Summary
We created an adaptation to consider both front and back positions using Michael Porter's cost, differentiated, and niche strategy model as a standard for back strategy. For instance, if the front strategy is geared toward creating an exclusive brand, extreme customer focus is required and a company must place emphasis on CRM investments to better identify and serve target customers.
Keeping pace with changing customer needs is critical in this competitive growth economy to establish unique market positions. Customer relationship management today demands that front strategies align with the changing environment, yet also align with the business back strategy. Using the brand promise as a guide, companies must create a customer treatment blueprint. A front strategy can be used to strengthen the value proposition of the back strategy by creating market differentiation. When paired with an overall strategy based on a sound assessment of the business's industry position and distinctive capabilities, a carefully developed front strategy can help the company find a competitive advantage. Proper deployment of people and technology to keep costs low, achieve focus, or differentiate customer interactions is central to success.See the full content of this document
Extract
Architectural Crm
CUSTOMER NEEDS are evolving more rapidly than ever, spurred by global competition and new waves of self-service technology and mobility solutions, among ...
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