Best Buy Case 7/17/12 Marketing 561 Professor Moon
1. How does Best Buy define customer centricity?
The idea behind customer centricity was to be the customer’s smart friend and give a full solution. The sales people stand by the customers and try to find what they really need and what they want. The opposite of this would be product centricity. At this time the electronics were getting easier to use, their interaction required specific knowledge that only a fraction of the client base possessed. In this situation, the used to be advantage of best buy disappeared, and the company tested the first version of customer-centricity by setting up 12 laboratory stores and then rolling out tested concepts in 32 pilot stores. The test were successful very successful. Best buy changed its segments from products such as MP3, TV, or PC to customers like Barry. All these make customers more convenient to shop in the store. Compared to the other stores, Best Buy did not focus on brands but usage. The sales person never asked what do you want to buy, but rather ask what you want to do. In launching customer centricity, Anderson used an autocratic set of power tools and expected swift support from his top team to execute his vision.
2. Is Customer-Centricity the same as customer services?
No, the customer-Centricity is not the same as customer service. The difference is that they can contour their sales and service pitch to each individual after they know which category that they fall into. They know from past company stastistics and knowledge about the different types and what their shopping style is like. Customer service is about trying to sell your existing products. The case states also that customer service may be in response to its competitors, and not its customers. Customer centricity mainly focuses on research of customers buying power, purchase preference and customer behavior. It is based on the research that Best Buy has...