Final Customer Purchasing from the Product Producer

Maintain Steps: Maintain steps include all activities required to keep the product in working order. These steps include the costs the customer incurs to diagnose and correct product problems.

2.
Emotional: Segment customers according to the personal emotional needs of the segment.

B. Needs to avoid sources of anxiety

1. Risks in relationship: The customer segment needs reassurance it can trust

Company capability: Company capability that crosses all products
Reliability Leader: The company can be counted on to lead the industry in major aspects of Reliability – Segment interested in being assured that:

Company will respond promptly

No.	SIC	Year	Note
1	1521	2004	In the past two years, KB Home homebuilder has moved forcefully to build a new image, instituting a bevy of changes. The fifth largest U.S. homebuilder has worked to produce training programs for contractors and builders. It has also instituted a "Say Yes" program to handle customer complaints faster.
2	3571	2001	Once customers do come aboard, IBM is maniacal about keeping them happy – and holding IBM employees accountable. Senior-level employees are instructed to meet with customers on a regular basis.
3	3716	2001	The turnaround of RV maker Monaco Coach was due to greatly improved hassle-free customer service and warranty back-ups.
4	4200	2004	UTi has launched a customs brokerage business and a contract logistics service used to assemble and warehouse goods. In addition, the company spent years developing EMpower, a platform designed to track shipments down to the individual product. EMpower connects UTi's operations in 263 cities and 93 logistics centers in 49 countries, plus a few hundred agent-owned offices around the globe. The company's goal is to build up services for specific industries – pharmaceuticals, apparel, automotive, or electronics – that use UTi's services.
5	4513	1993	Federal Express has spent millions on information systems that ensure it can locate every package at any time. Customers can find out where their packages are within 30 minutes.
6	4800	2003	Verizon offers its customers a Worry Free Guarantee which has several features. One feature is customer support. Problems will be resolved during the first call to the service or they will get back to you with an answer quickly.
7	4813	1991	Vice president of the US Bankcorp picked AT&T as his main carrier because he trusts it to take care of his needs.
8	4813	1992	One upstart, Teleport says it often charges more than the regional telephone companies by promising better service and lower error rates in transmission. It serves private communications networks that link corporate offices.
9	4813	2002	As the telecommunications industry struggles to attract customers amid federal investigations, customer complaints and declining profits, both long-distance and wireless carriers are at risk. While Verizon Wireless is the most expensive wireless carrier, it offers the strongest nationwide network and fewer customer complaints. The customer service is also highly rated.
10	7372	2004	Trend Micro has an intense focus on service. It has a total program that works with clients to lower risk and clean up viruses, among other things. "We base our business on reducing downtime. They're willing to pay more for that."
11	8059	2001	Sunrise doesn't just enroll more people in its assisted-living homes, it also charges them more. Sunrise makes the business pay by charging hefty premiums for care beyond assisted living's basics, which are help with dressing, bathing and getting around.
12	8082	2002	Odyssey Healthcare is a Dallas-based hospice company that puts its emphasis on service. Its nurses treat patients with special care and the company provides a grief and spiritual expert to each family.

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