Customer development strategies for exceeding expectations - An exploratory study

Lawrence Ang; Francis Buttle

doi:10.1057/dbm.2009.30

Customer development strategies for exceeding expectations - An exploratory study

Lawrence Ang^*, Francis Buttle

^*Corresponding author for this work

Research output: Contribution to journal › Article › peer-review

4 Citations (Scopus)

Abstract

Our article reviews the literature on customer development and reports findings from an exploratory survey of practices in Australian companies. We find that companies that build customer development plans around increases in revenues, rather than reductions in cost-to-serve, achieve better development outcomes. Outstanding performance in customer development seems to be strongly associated with managing the revenue side of the profit equation. We conclude with recommendations for further research.

Original language	English
Pages (from-to)	267-275
Number of pages	9
Journal	Journal of Database Marketing and Customer Strategy Management
Volume	16
Issue number	4
DOIs	https://doi.org/10.1057/dbm.2009.30
Publication status	Published - Dec 2009

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abstract = "Our article reviews the literature on customer development and reports findings from an exploratory survey of practices in Australian companies. We find that companies that build customer development plans around increases in revenues, rather than reductions in cost-to-serve, achieve better development outcomes. Outstanding performance in customer development seems to be strongly associated with managing the revenue side of the profit equation. We conclude with recommendations for further research.",

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Customer development strategies for exceeding expectations - An exploratory study

Abstract

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