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By Walter Rogers · Chairman, Baker Communications
When markets achieve an equilibrium of competitiveness – i.e., when computers from HP or Lenovo or Acer or Toshiba all look the same, perform the same and cost the same – even your top of the line products and services are suddenly viewed by customers as plain old commodities rather than distinctive assets. What is the antidote to this potentially fatal shift to commoditization? In a single word, the answer is – relationships. Knowing how to build strong customer relationships will set your organization apart from the rest.
With the Internet providing the matrix, and lightening fast computers and hand held devices providing the medium, customers are now able to collect and analyze data on every aspect of the products and services they want. It is now possible for your customers to know more about your company, your products and services, and your competitors than you do. How will your company respond to this challenge?
