In this new economy the difference between success and failure can be conditioned by what you know and how you use it to get what you need to know. 1. Always maintain a positive customer relationship. 2. Delete the difference between Product and Service. Combine both to present a “creation.” It is not enough to bring to market a product or a service. By merging products and services at preferential creations, you can differentiate your idea in a market selling commoditized (ie, a market where products have lost differentiation). 3.
Differentiate each relationship difference and every customer. Add relational value to brand value. In the future, convergence of knowledge of the customer with customer interaction will create a special experience for each individual. By integrating the applications that allows the world of e-business (sales applications, services, and customer service) with the traditional processes of CRM (Customer Relationship Management) can make the relationship with each customer is so different as is the profile of each person. 4. Do as little as possible personally. There are always others who can do something better than you. The key to success lies in getting others to do as much work as possible.
Business partners, suppliers, distributors and end users can do much of the “heavy lifting.” Thus, your company will be hands free to concentrate on their core skills. Find out who is the best person for each piece of the value proposition, you will see that, generally, there is always someone who can do something faster and better than you. 5. Try to make your product interactive process. Now it is true that “the process is the message.” Two generations ago, Marshall McLuhan proclaimed: “The medium is the message.” When the marketing came to rely increasingly on the new television, it took a total rethinking of how to create a brand. Now that marketing depends on an electronic system architecture, and customer service software, you also need a rethink of what is most important in your selling proposition. 6. Make sure the brand experience beyond the perception of the brand. As the end user interaction is becoming the predominant form of doing business, the experience that each user now has a brand will increasingly determine the position of the company in the market. What you do for, by and with the customer that goes beyond the perception of the brand creates brand equity and the future value of the relationship. 7. Peter Arnell may not feel the same. Establish a new sector partnership between marketing and information technology sector. It is time to put together all that exists “within” your company to meet all the people who are “outside” of your company. It is also time to take advantage of info-technological wonders and imagine a marketing need fast enough to keep up with respect to the growing demands of consumers. It is time also to form a new partnership between IT and marketing departments.