ImageDifferentiation andtheCustomer ExperienceImage differentiation is strongly affected by the InternetExperiencebranding:.When a company differentiates itself by creating auniguecustomerexperience,Increasescustomerloyalty&retention+producereferralbusinessDifferentiationhas to be built uponthe ability to createhugeperceptual differencesfromotheraspectsofbrandpositioningReasonTheInternet'sinteractivity交互性allows companiestorespond morequicklyto customerrequestsThe ever-increasing speed of the Internet allowscompanies to communicate more quickly with currentandpotential customers=Essential to retaining current customers and attractingnew onesiV10100101110001010010PDF文件使用"pdfFactoryPro”试用版本创建www.fineprint.cn
Image Differentiation and the Customer Experience Image differentiation is strongly affected by the Internet. • Experience branding: • When a company differentiates itself by creating a unique customer experience, Increases customer loyalty & retention + produce referral business. • Differentiation has to be built upon the ability to create huge perceptual differences from other aspects of brand positioning. • Reason • The Internet’s interactivity交互性 allows companies to respond more quickly to customer requests. • The ever-increasing speed of the Internet allows companies to communicate more quickly with current and potential customers ÞEssential to retaining current customers and attracting new ones. PDF 文件使用 "pdfFactory Pro" 试用版本创建 www.fineprint.cn
Personnel DifferentiationInthe past,personalized service andone-to-onerelationships required the interaction of skilledpersonnel..Now, the Internet allows companies to delivertheir products and services through low-costchannels that automate the process and removethe expensive human element."AD01001010100117010PDF文件使用“pdfFactoryPro”试用版本创建www.fineprint.cn
Personnel Differentiation • In the past, personalized service and one-to-one relationships required the interaction of skilled personnel. • Now, the Internet allows companies to “deliver their products and services through low-cost channels that automate the process and remove the expensive human element.” PDF 文件使用 "pdfFactory Pro" 试用版本创建 www.fineprint.cn
? price Differentiation.The Internet has made pricing information widelyavailable to suppliers, customers, and competitors·Reduces pricedifferences between suppliers,.Reduces the importance of price competition andincreases the importance of differentiation.Important to create brand loyalty and use theInternet to build one-to-one relationships withcustomersAD01000101001170100PDF文件使用"pdfFactoryPro”试用版本创建www.fineprint.cn
? price Differentiation • The Internet has made pricing information widely available to suppliers, customers, and competitors. • Reduces price differences between suppliers, • Reduces the importance of price competition and increases the importance of differentiation. • Important to create brand loyalty and use the Internet to build one-to-one relationships with customers. PDF 文件使用 "pdfFactory Pro" 试用版本创建 www.fineprint.cn