Customer Variability

Definition: Customer Variability is a broad term for the phenomenon that various customers have various needs and demands not only that, these needs and demands might change from time to time and with circumstances. Five forms of customer variability are:
- Arrival Variability
- Request Variability
- Capability Variability
- Effort Variability
- Subjective Preference Variability
Understanding these five forms of customer variability helps managers undertake measures to tackle it. Some of these might seem obvious, but understanding them in more detail will help them apply the appropriate strategies to reduce such customer behavior or handle such situations.

More on customer variability.
More on consumer theory: Consumer Decision Journey, Customer Value, 30 Elements Of, Mental Accounting, Scarcity Marketing, Utility.

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