Good choreography keeps you in step with customers

Perelmuth, Joel
May 1998
Marketing News;05/25/98, Vol. 32 Issue 11, p14
Trade Publication
This article presents suggestions on developing a choreographed, or good coordinated, experience for customers. Customer choreography, suggestively, is a way to describe the experience each of a firm's customers should have with the firm. This involves the day-to-day experience that customers have come to expect, handling emergency service or product issues, or meeting customers' requirements through product features. All of these lead directly to satisfaction and loyalty, which translate into the fast growth of the firm's profitability. In the old marketing model, a firm has the departments of customer service, sales, quality assurance, manufacturing and so on. The new model begins with what the firm wants the customer to experience, that is, the combination of tangibles and intangibles that add up to a sum greater than its parts.


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