Last year, Amanda Jones opened a candy store in a busy shopping center. She spent a lot on advertising and attracted many customers into the store, but very few customers made purchases and sales were declining. Amanda paid attention to questions and
requests made by customers and determined that they often requested items that were within the scope of her business but that she did not carry. When she offered to order items for her customers, delivery was usually too late and, again, sales were lost. What measures should Amanda take to improve her business?
Amanda has learned that customer value means revenue generated. The money spent on advertising did bring customers into the store, but it was not a value-adding activity as far as the customers were concerned. An attractive storefront and in-store displays would decrease the cost of this nonvalue-adding activity. Amanda should also examine her product lines and find suppliers who can make faster deliveries to meet customer requests. She will improve her business if she listens to her customers' requests and offers quality goods at reasonable prices in a timely manner.
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