Apple Telecom Instrukcja Użytkownika Pobierz pdf (Strona 18)

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8) cf. R. Gulati, J. Oldroyd: "The quest for customer focus", Harvard Business Review, April 2005.

Blue chip industry partners were also involved to help tackle the issue from

a manufacturing perspective. Insights from shopper data help manufacturers

optimize their ranges, make marketing more effective and improve promo-

tion planning. In turn, the retailer gains insights into product development

and can improve his relationship with the supplier.

This customer-centric strategy improved ROS (return on sales) from -1% to

+2% within three years, an impressive achievement by retail standards. Our

work also helped to improve brand and price perception, product presenta-

tion and service.

How can such a customer-centric strategy be implemented? We have out-

lined the key dimensions and stages of a customer-centric philosophy for

telecom operators. To do so, we have integrated the data strategy dimen-

sion in Figure 4, applying the model described by R. Gulati

to the

telecom industry.

Although the four stages look like linear development, it is an idealized

process. We understand it as an iterative learning process where business

adaptation and data strategy improvement build on each other.

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