The Discipline Of Marketing Leaders: Formulating Composite Strategy
The fundamental purpose of a low-cost customer interaction is to create or preserve the profitability of the core strategy. In general, a low-cost customer strategy works best when the core strategy is demonstrably successful. When it comes to customers, companies that follow this approach do spare expense, and wisely so. In a low, low-cost combination, the core and interaction strategies are aligned. Companies that take this approach leverage a low-cost interaction strategy to maintain or reinforce their overall low-cost strategy and position. Few companies will openly admit to sharply limiting their investment in customer service, but many follow this practice, especially industries populated by low-cost competitors.