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Reinforcing Hit Rates With Utilization Of Customer Stratification

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Reinforcing Hit Rates with Utilization of Customer Stratification: A Review of the Literature
By: William G. Castillo
Introduction:
Protect Controls Incorporated (PCI) is a privately owned power control building manufacturer located in Conroe, Texas and has been in business for over 40 years. Fiscal 2014 gross sales revenue figures were nearly $49 Million (USD) however the Vice President of Sales Operations has identified that the quotation-to-job (hit) rate has incrementally decreased since 2012. Unfortunately, no precise correlation has been made as to why the decrease however this literature review will present well-documented approaches and research in the fields of customer engagement, profitability modeling and customer …show more content…

As the levels increase, the likelihood of the customer advocating the business’s product/service improves. Levels 3-5 are classified underneath the “engaged customer” and definitively, these types of customers actively promote the product/service and increase an organization’s opportunities for long-term growth and profit. Most importantly, how do we create engaged customers? The four key strategic elements to capture engagement are customer value proposition, brand, internal culture elements, and customer experience. (Alpert & Roberts, 2010) The deliverance of a formidable value proposition and superior customer experience are the two propelling factors in determining customer engagement. Aligning these strategic elements with the organization’s brand and internal culture will have immense effects on engagement. First and foremost, an organization must retrieve informative customer insight to develop a distinguishable value proposition. Secondly, through brand advertising, effectively market the value proposition. Tertiary, with engaged employees within the organization, delivering upon the promise guaranteed by the value proposition must be adhered to. Lastly, fortify the cultural foundation to effectively deliver upon promises innate to the value proposition. (Alpert and Roberts, 2010) Customer engagement and core customers

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