Total Access

271 Pages·2002·0.75 MB·English

by  Regis McKenna

Total Access
Regis McKenna
HARVARD BUSINESS SCHOOL
PRESS
TOTAL ACCESS
Other Works by Regis McKenna
The Regis Touch: Million Dollar Advice from
America’s Top Marketing Consultant(1986)
Who’s Afraid of Big Blue? How Companies Are
Challenging IBM—and Winning (1988)
Relationship Marketing: Successful Strategies
for the Age of the Customer (1991)
Real Time: Preparing for the Age of the
Never Satisfied Customer(1997)
Regis McKenna
TOTAL ACCESS
Giving Customers What They Want
in an Anytime, Anywhere World
Harvard Business School Press
Boston, Massachusetts
Copyright 2002 Regis McKenna
All rights reserved
Printed in the United States of America
06–05–04–03–02——5–4–3–2–1
Requests for permission to use or reproduce material from this book should be directed
to [email protected], or mailed to Permissions, Harvard Business School
Publishing, 60 Harvard Way, Boston, Massachusetts 02163.
Library of Congress Cataloging-in-Publication Data
McKenna, Regis.
Total access : giving customers what they want in an anytime, anywhere world / Regis McKenna.
p. cm.
Includes index.
ISBN 1-57851-244-1 (alk. paper)
1. Customer services. 2. Customer relations. 3. Consumer satisfaction. I. Title.
HF5415.5 .M3855 2002
658.8'12—dc21
2001051536
The paper used in this publication meets the requirements of the American National
Standard for Permanence of Paper for Publications and Documents in Libraries and
Archives Z39.48–1992.
To Dianne
This Page Intentionally Left Blank
Contents
Preface ix
One Introduction 1
The Idea of Marketing
Two The Three Stages of Marketing 19
Reach, Push, and Access
Three New Technologies, A New Marketplace 53
The Laws
Four Forget about Loyalty 79
Problems with Branding
Five The Transformation of Today’s Consumer 105
Preferences
Six The Customer Experience 125
Persistent Presence
Seven Putting It All Together 149
The Marketing Architecture
Eight Total Global Access 169
Act Globally and Connect Locally
viii | Contents
Nine Managing It All 195
Roles and Responsibilities
Ten The Magic Touch 217
Corporate Creativity
Notes 227
Index 237
About the Author 251
Preface
I
T WAS LATE NOVEMBER and I was driving from the Kona air-
port to the north end of the island of Hawaii with my father-
in-law, Bill Page, and two of my grandchildren, Molly and Maddy. I
asked the girls what was on their Christmas lists. Both of them said, “An
Apple iBook.” I had just read an article on the plane comparing the soft-
ware availability between the iMac and the PC, so I mentioned that they
might not be able to get all the software they wanted for the iBook. Six-
year-old Molly said, “I don’t need software—I can go on the Internet and
get everything I need.” Bill smiled at me. “Dummy,” he whispered, as
Molly and Maddy started talking about their favorite Web sites.
In today’s modern society, a child’s experience is one of total access:
cell phones, fast-food outlets, jet travel, satellite TV in the SUV, portable
DVD players, superstores, computerized classrooms, the Internet. And
Mom and Dad stop for lattes at a convenient Starbucks or treats at a
Baskin-Robbins, then shop at nearby superstores or specialty shops that
display dazzling arrays of groceries, books, clothes, computers, toys, and
sundries. Computers reply to customers instantaneously with human-
styled responses twenty-four hours a day, and a small plastic card helps
you fulfill every want or need. Anything and everything appear to be
within reach.
Consumers aren’t the only ones living in a world of total access.
Access goes both ways: Online or offline, transaction data go into net-
works where CEOs, sales office managers, and production engineers
have everything at their fingertips. Customer and retail transactions,
current sales, pricing options, inventory and shipping data—all those
and more are sliced and diced any way they want it. The connected man-
ager can check a factory’s daily production or inventory in Guangzhou,
China, or Eranger, Kentucky, monitor changes in sales just hours after
ix