APPLICATIONS OF THE 'CUSTOMER FAST' AS A MARKETING TOOL

摘要

As Value Management (VM) professionals, we are typically focused on applications of the VM processes in established industries such as manufacturing, infrastructure, operations, etc. To the best of the authors' knowledge, there has been a fair amount of documentation by a few VM Professionals who serve as the main drivers behind the Customer FAST Diagram, but little documentation on extending the VM Philosophy to the marketing realm within such industries. Appealing marketing, or more specifically, convincing proposal preparation in response to a Request for Proposal (RFP) or Request for Qualifications (RFQ), Solicitations, in short, is key to a business's success since this is where the root of the business opportunities lies. This paper is intended to improve our understanding of the fundamentals of the Customer FAST Diagram and how best it can be employed to define and structure the Marketing Process. The paper also extends Customer FAST's applications beyond enhancing the quality to also help in streamlining the approach to responses to business opportunities. As noted earlier, these opportunities typically come by way of RFPs and RFQs, the Solicitations, from potential clients.