In this era of demanding, international competition, firms in business to business marketplaces should reconsider the way that they manage their customer portfolio and socialize with their customers. Customer supervisors with mainly sales- or relationship-oriented roles cannot leverage their business relationships with customers who seek co-development.
For such co-creation relationships, firms need to set up network-oriented supervisors who systematically create value and reduce risk along with the customer. This informative article distinguishes three customer asset management standpoints (i.e., sales, relationship, and network) that may be employed by customer supervisors at the provider-customer interface. Following an explication of the evolving network standpoint, it describes how firms can nurture the affiliated customer manager job along with the network view with regards to competence, context, and mindset.
PUBLICATION DATE: May 01, 2013 PRODUCT #: CMR527-PDF-ENG
This is just an excerpt. This case is about STRATEGY & EXECUTION
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