How and Why Your Customers Adopt Technology.
Based on three years of research, this techno-marketing manifesto offers concrete guidelines for using technology to accommodate - not overcome - customer resistance.
Rapid advances in technology are having a profound impact on the marketplace. Whether it's the exchange of information or the purchase and delivery of products and services - even the process of making payments - technology is transforming company-customer interactions. Here, two experts introduce an innovative framework for measuring how receptive customers are to adopting state-of-the-art products and services.
Many technology companies fail to understand their customers. By using the authors' methods for measuring and assessing a customer's "technology readiness", managers can customise and tailor technology and technology-based products to different "techno-ready" market segments.
Based on a system that classifies consumers as "explorers", "pioneers", "skeptics", or "laggards", and helpful checklists of specific issues for executives to consider and act upon, this is an essential manual for managers who want to leverage technology to enhance customer relations.
Fully accessible, 'Techno-Ready Marketing' offers new, compelling ideas that will arm companies with the knowledge necessary to better serve both their customers and employees, and to implement effective marketing strategies in the new marketplace.
