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It's safe to say that most companies give little or no thought to creating a team-based culture that optimizes employees' efforts to create customer loyalty and advocacy or keep customers from defecting. Creating a team-based customer culture requires understanding the customer and reflecting that understanding in structure and systems. You should ask two key questions: How well and how often is teamwork directed at the goal of customer loyalty and advocacy behavior? What approaches can be taken to move from a traditional hierarchical structure to become customer focused? Although somewhat rare, there are companies that have created teams with the intimate involvement of the customer.
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