ABSTRACT
Creating supply chains capable of continuously activating deeper levels of customer intimacy requires the deployment of technologies and demand management modeling techniques that enable companies to concisely identify their customers, define the products, services, and the types of buying experience they want, and effectively measure the results of their marketing efforts. Unfortunately, most businesses develop performance measurements and establish metrics that are one-sided: they view the marketplace only from the perspective of how value propositions are growing revenues and realizing sales targets. While such product-centered measurements are important, it is essential that companies also be able to document how their customer experience management initiatives are growing long-term customer equity and what new opportunities for enhancements have been identified for future rollout.
