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The outcomes that customers want to achieve are the reason why they purchase orto a service. will as a specand managementenable xpressed account customers of a bank to perform all transactions activities online or to deliver state services to citizens in a cost-effective manner).value of the service to thecustomer isdirectly dependent on how well a servicefacilitates these outcomes.Although the enterprise retains responsibility for managing the overall the business, they often wish to devolve responsibility for owning and managingdefined aspects to an internal or external entity that has acknowledged expertisein the area.This is a generie concept that applies to the purchase of any service. Considerfinancial planning. As a customer, we recognise that we don't have the expertise,or the time, or the inclination to handle all the day-to-day decision-making andmanagement of individual investments that are required. Therefore, we engagethe services of a professional manager to provide us a service. As long as theirperformance delivers a value lincreasing wealth) at a price that we believe isreasonable, we are happy to let them invest in all the necessary systems and pro-cesses that are needed for the wealth ereation activities.In the past, service providers often focused on the technical (supply side) view ofwhat constituted a service, rather than on the consumption side. Hence it was not
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