Business on-line solution pathways to customer targeting

Abstract

A service value networks approach may be used to build a business on-line pathway solution-set capable of delivering near-real-time customer targeting. This approach engages the front-end aspects of the business. It moves the on-line business beyond Porter's competitiveness views of niche or lowest cost leadership, and allows other options for competitive success. The business channels its combined service offerings solution up to its side of the business-customer encounter, and the customers are drawn or channeled downwards towards this business-customer encounter by the business's targeting toolkit. A transaction across this business-customer encounter divide may result if sufficient commonality or alignment between the business and the customer can be established. This paper explains some of the complexities involved in building such an approach to customer targeting. Once understood, a near-real-time service value networks solution may be built for the business. This approach is very difficult for other businesses to copy, and so the business may build a unique competiveness position - one that is even capable of moving with changes in customer sentiment!