Customer Assessment
The Amazon Effect
Customer assessment is a core service provided by Tompkins and is critical to determining target market, as well as product/service offering, promotional support, CRM, and channel access. Tools used to evaluate customer potential:
- Performance gap analysis – objective view of client performance at key customers along major service parameters
- Customer needs analysis – exploring priority needs/wants of customers, notably unmet needs, as means to determine penetration leverage by client
- New product/service investigation -- testing acceptability of a new product or service among targeted customer group to determine viability of new product introduction, specifications of the product/service offering, and pricing
- Opportunity mapping — identifying and quantifying most attractive customer targets
- Voice of Customer (VOC) — probing target customers on various parameters to help shape client offering, CRM approach, competitive vulnerability, and extended service offerings
- Benchmarking to develop strengths and weaknesses
Business Executives Leverage Supply Chains to Create Increased Shareholder Value
