Customer service: Three Ways to Get at What Your Customers Really Want

Getting back in touch with your customers isn’t always the easiest solution to a failing business model. But such was the case at Circuit City a few years ago. “We knew everything about a digital camera except for who the customer was for that product. We were product centric when we needed to be more customer centric,” said Dawn vonBechmann, vice president of multichannel experience for the electronics merchant, during a session at the recent eTail conference in Philadelphia. Following are the ways vonBechmann helped Circuit City become more customer centric: