Database Reference
In-Depth Information
◾
Categorizing customers for focused attention (e.g., churn prediction, prevention)
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Providing predictive models to reduce cost and allow more competitive pricing (e.g., fraud/
waste control)
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Assisting purchasers in the selection of inventory of customer-preferred products
2.6 Customer-triggered Company
The Internet has engendered a dramatic shift in the business environment from a production-
centric model to a customer-centric one. It has led to a tidal wave that has swept the market
beyond the model of a customer-driven company to the more recently witnessed phenomenon
of what I term as the customer-triggered company. The outstanding potential for the survival
and success of customer-triggered companies is amply demonstrated by the ubiquity of customer-
centric e-commerce services companies.
Currently, more than computers and computing, it is the customer that is all pervasive. The
pervasive customer wants
1. Personalized attention
2. To buy in smaller quantities
3. Customized products
4. To postpone the buying decision closer to the purchasing decision
5. To enjoy the buying experience at any convenient time or place with any convenient mode
of payment
6. Easy access to the status of the order
7. Instant gratification
8. Increased excellent service and support at a lower cost
In the Internet-based economy, success hinges on establishing a
pull
. In this century, instead of
the four Ps of marketing (product, price, place, and promotion), the four Cs (content, cost, conve-
nience, and communications) would reign, all centered on the individual customers, rather than
the products earlier. Figure 2.5 shows the old and the new marketing mix. The content includes
the information on the products and services as well as the direct context of the presentation.
Old
marketing
Internet
marketing
Product
Content
Price
Cost
Place
Convenience
Promotion
Communications
Ps of
old marketing
Cs of
Internet marketing
Figure 2.5
internet marketing mix.
