In other words, firms should lead customers rather than just following them.Many brands depend not just on leading customers but on turning them away at the door.
The stated reason for this was that the tools we had to perform these changes were powerful and confusing, a mix that we were afraid might lead customers to make irreversible changes accidentally.
The fact that they didn't rise very often until recently led many agents to lead customers to believe (or buyers to fool themselves into believing) that they would never go up.
Many of the suggestions will result in printing less, of course, so it might seem counterintuitive for Xerox, which makes nice profits from consumables, to lead customers down that path.
Overture works with its clients to help determine the search terms that best lead customers to the company -- "gifts for men" is better at yielding Brookstone customers than "men's gifts," for instance.
"We hoped and expected that these two points of differentiation would lead customers to vote with their feet," John P. Carey, the chief administrative officer for Citigroup's credit card unit, told a Congressional panel in April.
