BRAIN FOOD: It just might work - Immersion

BRAIN FOOD: It just might work - Immersion - Allegedly, between 30% and 70% of customer relationship management (costly) fails. So why not plunge into so-called immersion (cheap) to win over customers? Sean Meehan and Charlie Dawson, in Business Strategy Review, report that Tesco directors visit stores three days each week, while Sainsbury's CEO Peter Davis 'spends most Fridays in stores' (sporting a badge for identification). At Shire Pharmaceuticals, bosses watch professors of surgery operate for the same reason: to garner customer knowledge at first hand. It's not the initial immersion that pays, but the follow-up. How that works at Bank of Scotland is unclear: directors supposedly immerse themselves in the homeless bible, The Big Issue. Courting the no-time buyer?

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Last Updated: 09 Oct 2013

Allegedly, between 30% and 70% of customer relationship management (costly) fails. So why not plunge into so-called immersion (cheap) to win over customers? Sean Meehan and Charlie Dawson, in Business Strategy Review, report that Tesco directors visit stores three days each week, while Sainsbury's CEO Peter Davis 'spends most Fridays in stores' (sporting a badge for identification). At Shire Pharmaceuticals, bosses watch professors of surgery operate for the same reason: to garner customer knowledge at first hand. It's not the initial immersion that pays, but the follow-up. How that works at Bank of Scotland is unclear: directors supposedly immerse themselves in the homeless bible, The Big Issue. Courting the no-time buyer?

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