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It is suggested, identifying how company’s offering fit into customer’s life, company can deliver higher value to buyers, realise profitable business opportunities, expanding sale or cross selling, as well as deepening customer loyalty (Seybold, 2001). In broad context, the definition of ‘customer scenario’ is the way in which the customers do business (Seybold, 2001). Within the article, Seybold illustrated the importance of identifying customer scenarios through examples of three companies within various industries, and how they had achieved success through putting ‘customer scenario’ strategy to use...
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