Get to know your customers

If you want to provide value for the individual customer, you need to understand the customer as an individual.

To create growth is about understanding the need of the customers and to accommodate them. But no two customers are the same and if you want to create value in meetings with each customer, you must understand the prerequisites of each customer. That requires that one has an unequivocal and operational segmentation, which all the employees know, understand and can act from.

Many attempts to segment the market and customer fails, because the way of thinking and the process is not anchored in the organization and does not have clear support among the leadership. The customer will there never get any value of the good intentions and the company will not get it either. The principle here is that the effort to segment the market is not just a job for sales and marketing but for the entire company.


The 10 commandments for growth companies

#1 The way of thinking must be based in top management

Because why should the employees care for the customers if the top management don’t?

#2 The process starts and ends with the employees in the company

For without including the employees you will never create the necessary Buy-In from organization.

#3 The employees’ Buy-In also requires, that the management is anchored to the way thinking both on a rational and emotional level with the employees.

It is not enough to write in Staff News that now everyone must understand the needs of the customers. One must articulate it on an emotional level so that every employee can see him-/herself in it and understand what behavior that needs to be changed.

#4 Understanding of the customers and their needs is not a project, it is a culture.

There needs to be focus on the customers all the time.

#5 To understand customers should be easy to decode for every employee

Understanding customers and segmentation of customer should be simple and operational, so that it can be converted to action in the meeting with the customer.

#6 The work with customer needs and segmentation requires that you dare prioritize and deselect.

For if we can’t define who it is we want something for and who we won’t or can’t be something for, we end up where we started – not being anything or anyone.

#7 It is not enough to choose who you want to something to

You also have to choose what you will be and how you want to be it. In practice what value one can create and the value propositions, relations and channels, one wants to use.

#8 Customer segmentation is not just a tactical communication tool

It is also strategic tool, which helps determine everything from goals and strategies for every day sales and customer service.

#9 Segmentation and understanding customers is not just about sales and marketing.

It concerns everyone in the company, where a customer can come in contact, also the employee, who is in a whole laying cables.

#10 The previous 9 commandments also pertain to B2B companies

If you have read the previous 9 commandments and said to yourself that they only apply to B2C companies then you are very wrong. If you are selling to companies, then remember that it is not companies who have needs, make decisions, have customer experiences and remain loyal.

“To create growth is about understanding the customers needs and be able to accommodate them."

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