Customer Responsiveness: Getting it Fast and Right Through Impatience and Intolerance |
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| Authors: | Sean Meehan,& Charlie Dawson |
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| Affiliation: | Martin Hilti Professor of Marketing and Change Management at IMD,;The Foundation |
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| Abstract: | Customer responsiveness is about being fast and right. The value of being right is obvious — customers get something that meets their needs. But the value also depends critically on the speed with which the response is produced. Maximising performance across the two dimensions constitutes excellent customer responsiveness. But, according to interviews with top executives, this may require a surprising management style. |
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