This defines the 4 stages of customer interaction, intimacy and production. The further along this cycle the more you are able to differentiate your products and services. [Actually, it is more like a spectrum rather than a cycle that is repeated, but you may wish to repeat the cycle with different customer segments and/or different products / product portfolios].
Currently the Internet and the other mediums are predominately used for communicating mass information in one direction. This is just the first step in using these new interactive mediums to build relationships with customers. This monologue stage does provide short term benefits. It is useful for building technological capability and gaining feedback from technologically literate and enthusiastic customers. Unfortunately, the volume of electronic communications will reach such a crescendo that its effectiveness will come to be no better than today's mass mailings by post. As even greater numbers of companies participate in this information revolution then the business benefits rapidly diminish. This stage may already be here.
To differentiate and stand-out in the market place requires a different response to "shouting louder", against which consumers will simply erect electronic barriers. The answer is to engage in dialogue, to understand and meet needs, and to build trust. This is a step-by-step process that takes one from monologue, to exchanging information and listening, to interchange (a dialogue), and finally to relationships.
Now read in more detail about each of these 4 steps:
Development Cycle] [ Product/Service Develop ment
[Customer Relationship Cycle] [Mass Information] [Mass Presentation] [Mass Personalisation] [Mass Customisation]
[Acquisition Cycle] [ Service Cycle] [Disposal Cycle] [Communications Cycle] [Implementation] [Tom Vassos' Framework]
[One to One Marketing]
[SIM Executive Summary] [SIM Report] [SIM Project] [SIM Framework] [SIM Methodology] [SIM Illustrations] [SIM Links]
[Key Information & Resources] [Guest Contributions] [List of Support Topics] [What's On]
[Copyright Fair Use]
[Publicity] [Why Ads?] [What's New] [What's Coming] [Technical Info]
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