3.1 Customer Component
Customers purchase products and services. Companies cannot exist without customer
support. Monitoring customers’ changing wants and needs is critical to business success.
There are two basic strategies for monitoring customers: reactive and proactive.
Reactive customer monitoring involves identifying and addressing customer trends and problems after they occur. One reactive strategy is to listen closely to customer concerns. For example, Larry Dague, owner of Scubatoys.com, spends an hour a day reading and responding to postings in the customer forum. When a customer posts a complaint, Dague responds immediately with an apology and explanation of how he's fixing the problem