It's then possible ’ increasingly frequent the offer for customization services by companies who are sensible to the relationship with customers, interested in providing more service and trained with which to develop a more lasting client relationship.
Often, however, the company works in the service optical and not in the optical brand, by focusing on the product and not on strategies that can be redesigned to enhance and innovate the company's positioning, thus creating a strong identity able to sharpen the brand on a specific market, with a range of values closely related to the company's history, the production tradition, the innovation process adopted, the growth targets.
This represents a “concept” that the company can articulate a strategy to understand exactly what kind of communications taken against partners, customers, commercial channels in which to offer its products and related services.
If this process is made “business model”, The customization does not remain a simple service, but functions as a component of a business model in which to invest time and resources.
Very often the services “tailored” involve costs that the company is struggling to cover, ideally considered as an investment in image and communication.
An organic brand strategy enables – instead – to take advantage of this capability and service design to enhance the market share, entering into business environments and relational dynamics with which to get performance and higher returns, but especially long-lasting.
A work plan structured can be developed from scratch, as well as – also – in case of presence of a personalization service.
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