Читать книгу Managing Customer Experience and Relationships - Don Peppers - Страница 38

Nothing ever becomes real 'til it is experienced.

—John Keats

Treating different customers differently may be the shortest, most succinct way to summarize what is meant by “customer relationship management,” or by “one-to-one marketing.” But what does it really mean when an enterprise “treats” a customer in some manner? To answer this question appropriately, we must first take our customer's perspective (while remembering that each different customer has their own unique and personal perspective). And from the customer's perspective, the “treatment” a customer receives from the enterprise can be thought of as the customer's “experience” at the hands of the enterprise. So the objective an enterprise has, when treating different customers differently, is to provide different customers with different experiences—experiences that are individually appropriate for each individual customer.