Transforming Strategy One Customer at a Time
This fascinating article discusses how to re-frame market segmentation: Look at customers by end-user types (or roles), rather than by company types or purchasing departments. The authors advise studying your customers' objectives and work flow and using this to fine-tune products and services. They suggest observing what end-users are doing three minutes before they use a product and three minutes after in order to find ways to improve the product; they also advocate connecting these observations with product development, customer service, sales, and strategy teams to ensure customer preferences make it into product features. It's a customer-centric strategy, Harrington and Tjan contend, and an opportunity for revenue growth.
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