Final Customer Purchasing from the Product Producer

Use Steps: Use steps include all the customer's value added activities or the consumption of the product itself. These steps include all the costs the customer incurs in employing the product in its intended use.

C.
Experience: Enhance the experience the customer has with the product

3. Increase the customer's sense of security with the product

C. You investment is safe

Maintain close personal ties to customer

No.	SIC	Year	Note
1	0	2002	New programs reflect the latest view companies have on the U.S. economy. They are spending more time and effort focusing on the needs of their best customers so as to develop better relationships. Customers are chosen if they are part of the company's elite programs. Sony Electronics is launching a new program called Cierge that provides free personal shoppers, early access to new gadgets, and help with home installations. British Airways is also launching a new program called "At Your Service," it tracks down hard to get destination tickets and even does errands around town for the customers. An upscale gym in New York called Clay will help members do everything from book Broadway tickets to sending Mother's Day Bouquets.
2	0	2003	Firms such as Nordstrom's and Southwest Airlines have created loyalty based on a visible, enthusiastic effort to please customers. Customer concern is another value that nearly all firms have aspired to have. To gain that desired reputation, some visible, over-the-top programs are often needed.
3	0	2002	The new lavish attention companies such as Sony Electronics, British Airways and Virgin Atlantic are displaying among their elite customers is intentionally kept a secret from the public. The companies using the concierge service are trying to build a higher level of trust with their customers.
4	2891	2004	Nordson's equipment shoots dots of adhesives or coatings to various objects, and the goal is to apply smaller dots more quickly. Nordson tries to get close to clients by putting its design engineers on the front lines. They work with customers from inception to delivery.
5	3571	1997	Small PC makers surviving against large competitors: offer personalized service and in some cases even custom-build machines for anyone walking in the door. Small, no-name firms account for 25% of market.
6	3571	1987	IBM entered educational market already well-served by Apple (60% share). First Boston analyst explains "the education market is software-driven, and Apple has great software. In addition, Apple has great relations with school systems."
7	3751	2002	Harley Davidson, through selling a lifestyle instead of just a motorcycle, has become the most lucrative company in the market, with a 45% share of the U.S. market, compared to Honda's 25%. This is all despite the fact that Harley's bikes are not superior to those of its rivals. In fact, Harley Davidson has consistently struggled with quality. However, Harley has succeeded in constructing a better brand.
8	4481	2001	Royal Caribbean Cruises canceled two seven-day cruises on its Celebrity Cruises' Millennium ship to repair an electric motor in its propulsion system. Passengers will get full refunds and 50% off a future cruise.
9	5400	2000	FultonStreet.com is a seafood delivery service. The owner personally greets each customer with a customized email, and confirms each order with a prompt personal email. He follows up with warm correspondence. When you deal with this company, you're facing a person, not a Website.
10	6289	1986	For a $250,000 yearly retainer, Hellman & Friedman often spend months becoming familiar with a client's concerns and its corporate culture. The firm's small size also allows it to move with lightning speed if necessary. Clients like closeness.
11	7011	2000	Marriott International is counting on use of customer management software to gain an edge with guests, event planners, and hotel owners. This software lets Marriott pull together information about its customers from different departments, so that its reps can anticipate and respond more quickly to their needs. The company, which manages 1,850 hotels and resorts worldwide, began installing the software in late 1998 and is spending just under $10 million for the initial pieces. The biggest boost from the software is in the hotel chain's sales operations. Marriott is transforming its sales teams from order-takers for specific hotels to aggressive marketers of all Marriott properties.
12	7011	2004	Marriott has remained on top of the hotel industry by its exacting attention to service. It has a 66-item checklist for how to make up a room. The At Your Service program records guest's requests and desires so that their next stay at the chain is as comfortable as possible.
13	7011	2004	Marriott's hotel rewards programs remains one of the industry's best. This program offers the deepest rate discounts and plushest room upgrades. A percentage of a rewards-program member's bill goes to the Marriott rewards pool, now totaling $784 million.
14	7999	1989	Ticketmaster claims much of its success over Ticketron due to its focus on the West Coast, where so many entertainment promoters are based.
15	8059	2001	Sunrise facilities have higher operating-profit margins than those of other public assisted-living companies that disclose this information. A key reason for its success is occupancy. A rule of thumb in the business is that facilities don't produce much profit until they reach about 90% occupancy, but can throw off rich profits above that level. Sunrise averages 91.4% occupancy at locations open at least a year; most competitors are below 90%. Sunrise credits its customer service. In addition, Sunrise provides more supportive-care services for the truly frail elderly.
16	8062	2002	Private clinics and nonprofit hospitals offer luxury suites, catered meals, and round-the-clock private nurses. Small medical entrepreneurs such as a team physician for a professional sports franchise opened a practice that charged patients $20,000 a year for 24 hour access to medical services which was the same level of personalized care they provide for a group of professional athletes.

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