One way for top level executives to gain better knowledge of the customer experience is to personally visit key accounts or intermediaries to learn firsthand how to serve them better.

Question

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Such visits frequently result in joint projects designed to reduce the costs incurred by both parties in the sale of a given set of products. One of the high-flyers in the US internet boom, Commerce One, rose to fame because of its partnership with General Motors to set up an online electronic marketplace. The detailed customer understanding that Commerce One obtained through executive visits played an important role in its efforts.

One Way for Top Level Executives to Gain Better Knowledge