Delacroix Case

Listen to the Customer

Case study

“Should Delacroix launch a customer research initiative?”

In the case Listen to the Customer different views on customer information where a new employee Elizabeth believes Delacroix should do some kind of customer research to know their customers better and their wishes. The chemistry between those in favor and those against can be best described as if Delacroix should go more commercial at the cost of its artistic independence so to speak where customers would influence Delacroix pipeline and execution of projects in some way at least. Both poles in this argument do have somewhat good argument for their opinion. Where it‘s important in any case to know your customers basic demographics even if you are not giving them any power on the artistic side of the production or pipeline. It‘s important as understood that Delacroix keeps its niche and as up to now has not asked anyone outside the company for its opinion. On the other hand it can be really useful for effective marketing and many other reasons to know who your customers are. That basic information, basic demographics can be really useful and might be essential for further expansions to other countries as some might say that if you can define Delacroix customers or market within the US you could be more likely to be successful on the same market shelf in other countries at least western. This would simplify and give the company heads up when comes to marketing strategies and pricing in new countries and as well might be an eye opener for their promotion strategies in their home market. This has nothing to do with anything close to artistic independence.

There for the question „Should Delacroix launch a customer research initiative?“ can be answered in two ways no for all the reasons of not disturbing a successful business model of artistic independence but for the reasons of being more efficient and successful in promoting and pricing what particular product the...