The Importance Of Brand Customization
Customization clearly can’t happen at the end of the ;production line;; it must be inherent in the design of the product, process, or user interface right from the beginning. Customization is also dependent on your ability to solicit the right kind of profile information from prospects; to get it, you have to convince them that this information will be used for their benefit, not just for yours. Unless you run an extremely sophisticated marketing-focused ;database mining; operation, you’ll be better off asking fewer questions of prospects, only questions that lead inexorably to your ;customized; product or service solution.
Creating greater immediacy in your business doesn’t necessarily mean converting to ;24-7,; but it does mean allowing your sales and service staff (anyone in contact with the customer) to possess the most current product and account information possible. Intranets are ideally suited for this purpose, as they can allow any of your staff within reach of the Internet, including branch offices and independent contractors, to access this data easily. The immediacy of your company’s response can also be greatly enhanced by the simple and pervasive use of e-mail, the marketing tactic that is most frequently overlooked.
To maximize the value of your product or service, be sure you do a thorough job of auditing your competition. Understand what ;a great value; means to your customers, but don’t match money-losing offers made by your competitors either. Your selling price must be connected with the cost of goods, and if you don’t have the lowest cost of goods, what makes you think you can offer the lowest price? A deep brand is able to command a higher selling price because customers trust the brand to deliver an exceptional value through the addition of superior design.
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