Summary
If a company wants to seize the opportunity to create inviting, influential customer experience, there are two critical components: 1. Give customers greater value through the company's products and services. 2. Use consumer data to enhance their likelihood of transacting with the company. FreshDirect went through its own learning experience building -- and then rebuilding -- the business to be much more customer-focused. To grow and keep its database fresh, FreshDirect surveys customers in great depth both weekly and monthly, using a research tool called Linescale. With the information gathered and an internal analysis, FreshDirect has been able to develop initiatives that answer customers' wants and needs. Approaching a company's operations with an intense customer focus will not only help it keep existing customers coming back, but it will also turn new customers into loyal fans.
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Extract
Freshdirect's Secret Ingredient: Customer Focus
As businesses in every sector work toward recovery from the recession, they must achieve an intense customer focus. The businesses that will rebound more quickly are the ones that will find ways to get close, or closer, to customers to provide them with experiences that are motivating enough to drive positive behavior. Th...
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