Each group desires a different level of conversation and offers distinct value to the enterprise. For example, patrons want limited conversations and focus on getting their products at the cheapest price possible. They push the enterprise to create a smooth purchasing experience. At the other end, companies have vast amounts of information about their partners and frequently engage them in rich conversations. Partners help the enterprise define and refine its products and services.
Discovery is customer identification.
It includes not only defining your customers, but also determining what information you must collect from them. The Discovery process helps you learn what the customers want from interactions with your company and the value potentials of the four groups of customers. Dialogue helps you determine the type of relationship you want with each customer, ways to absorb information, and how to share control. Traditionally, companies have viewed information as highly proprietary. The Discipline section discusses the managerial considerations of the Relationship-Based Enterprise.