Managing customers' expectations in E-era: a research on automobile industry

Abstract

Nearly two third of Indian companies fail to satisfy the needs of their customers. The only reason being failing to understand the expectations of the customers. While eera fetches traditional marketing to a new platform, the expectations of customers have also improved on all dimensions. The prerequisite to becoming an emarketing organization, a company needs to be fast, agile, quick in response, proactive and customer oriented too. Automobiles have become a necessity of our life. While taking the example of the automobiles industry the author attempts to find out how customers’ expectations have changed over a period of a decade. The author suggests about what the companies of tomorrow will have to do to manage the customer expectations. An attempt has been made to provide an insight into the same arena with the 3C model of strategic shift in customer expectations.