Customer orientation in business services: Digital's solution-mapping technique: TopwayTM

Communication technologies and changing customer requirements enhance innovative marketing methods. Companies with expertise in information systems have been among the first to respond. Jamin Karoutchi and Michel Kostecki present the essential concepts and mechanics of TOPwayTM -- a solution-mapping technique developed by Digital for the marketing of business services. TOPwayTM is a methodology for understanding customers needs and for proposing specific solution processes. It is also a framework for positioning services within need segments and for presenting the total solution capabilities of a service producer. Combined with integrated information systems and multimedia technology, TOPwayTM is a revolutionary tool for consultative value-selling. Based on a holistic vision integrating people, business and technology it guides communication, decision-making and simplifies the process of controlling the benefits of business relations. TOPwayTM belongs to the first generation of technology-based management tools, which help to turn the concepts of customer orientation and networking into reality.