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Most managers feel they have a good grip on the realities of their markets, but they are usually focused on their current customer base rather than the broader pool of all potential customers.
"TI's goal, of course, is to leverage their relationships with their current customer base.
a feature that automatically alerts Uber drivers about their next potential fare before they drop off their current customer and can't be turned off, only paused.
Stabilizing their current customer base is a good start for Ford and GM, but the fact remains that neither manufacturer has identified a straightforward way to use the Web to accomplish what they need to do most: create new customers.
The pair also said they see "significant potential" to further monetize their current customer base by offering "enhanced bundled and premium services", adding that the scale of the merged entity will enable them to invest in new technologies to drive customer retention and acquisition.
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How are they going to help their current customers migrate to them?
… We find that firms possessing the capacity and capability to innovate may fail when the innovation does not address the foreseeable needs of their current customers". See Christensen and Bower, "Customer Power," 198.
Verizon officials acknowledge, however, that they decided not to take any new orders for the first two weeks of the strike so they could focus on serving their current customers.
In a new book† Clayton Christensen argues that many things which established firms do well, such as looking after their current customers, can hinder the sort of innovative behaviour needed to deal with disruptive technologies.
Why is it that established companies invest aggressively and successfully in the technologies necessary to retain their current customers but then fail to make the technological investments that customers of the future will demand?
Their current customers were disappearing: Could they be replaced?
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Since I tried Ludwig back in 2017, I have been constantly using it in both editing and translation. Ever since, I suggest it to my translators at ProSciEditing.

Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com