Review do you want to keep your customers forever? Pine peppers rogers
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Customers Forever. H arvard Business ... by B. Joseph Pine II, Don Peppers, and Martha Rogers ... RICHARD O'BRIEN BOOKS IN REVIEW .
Answer:
Customers, whether consumers or businesses, do not want more choices. They want exactly what they want—when, where, and how they want it—and technology now makes it possible for companies to give it to them. Interactive and database technology permits companies to amass huge amounts of data on individual customers’ needs and preferences. And information technology and flexible manufacturing systems enable companies to customize large volumes of goods or services for individual customers at a relatively low cost. But few companies are exploiting this potential. Most managers continue to view the world through the twin lenses of mass marketing and mass production. To handle their increasingly turbulent and fragmented markets, they try to churn out a much greater variety of goods and services and to target ever finer market segments with more tailored advertising messages. But these managers only end up bombarding their customers with too many choices.