This information is intended to support marketing, business development, and planning. In a rapidly changing competitive environment, many factors may affect customer preference and loyalty, making it necessary to listen and learn on a continuous basis. To be effective, such listening and learning need to have a close connection with the organization's overall business strategy. For example, if the organization customizes its products and services, the listening and learning strategy needs to be backed by a capable information system one that rapidly accumulates information about customers and makes this information available where needed throughout the organization or elsewhere within the overall value chain. A variety of listening and learning strategies are commonly used.
Selection depends upon the type and size of the organization and other factors.
This Item seeks information on how organizations recognize market segments, customers of competitors, and other potential customers. Accordingly, the Item addresses how the organization tailors its listening and learning to different customer groups and market segments. For example, a relationship strategy might be possible with some customers, but not with others. Other information sought relates to sensitivity to specific product and service requirements and their relative importance or value to customer groups. This determination should be supported by use of information and data, such as complaints and gains and losses of customers.