Inside the Customer Universe: How to Build Unique Customer by Henrik Anderson, Thomas Ritter

By Henrik Anderson, Thomas Ritter

Contained in the patron Universe unearths how a company can turn into sooner than the sport through focusing a its method on predicting purchaser wishes instead of following them. This booklet presents a different contribution to the sector of shopper administration with a departure from present perform in the direction of figuring out consumers as 'multi-individuals' and consequently fixing present confusions surrounding client behaviour.Inside the buyer Universe's effortless to enforce instruments, versions and techniques give you the reader being able to create reliable and sustainable patron knowing and, for this reason, sustainable enterprise growth."CUBEical pondering is a smart proposal for constructing enterprise and the idea that of purchaser forms is exciting because it presents nice insights into the drivers at the back of precise consumer loyalty."Niels Henrik Hansen, Director SAS company revenues, Scandinavian airways, Denmark"CUBEical pondering has given us the platform for constructing an efficient revenues and key account administration association which has introduced major most sensible and base line effects in response to certain up and go sales."Henrik Hubner, vice chairman revenues, Sanist?l"CUBEical pondering has supplied us with nice buyer insights on which we're reaping rewards in our day-by-day operations and it has helped our association concentration actions and resources."Carsten Hetling, Nordic advertising and marketing supervisor, Zyxel Communications

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Still they say: If only we knew what’s on the minds of our customers. A good segmentation framework must cope with the third challenge by providing insights into what’s on the minds of the customers. It must take the tacit customer knowledge held by the customer-facing employees of the firm and make it explicit. It follows that a good segmentation framework must provide a common language for harvesting, structuring, 42 / INSIDE THE CUSTOMER UNIVERSE sharing and leveraging upon the most valuable asset of the firm, namely its customer knowledge.

By demonstrating how it is feasible to make customers the pivotal focus on the executive agenda of driving profitable revenue growth, we will untie the Gordian knot of segmentation which has hindered sales and marketing from properly introducing customers to the executive agenda. Executive requirements for customer insights Our research reveals that the paradox of customers being both at the forefront of the executives’ minds and on the outskirts EXECUTIVE CHALLENGE OF DRIVING EBITDA GROWTH / 33 of the executive agenda can be traced back to inadequate segmentation practice and thereby to the translation problem between the boardroom and the customer-facing departments.

In Chapter 9, we combine the different elements of segmentation, strategy and implementation into CUBEical Thinking, our business management framework. We explore CUBEical Thinking from a knowledge management perspective and discuss how CUBEical Thinking improves inner-firm communication on a day-to-day basis. One of the main headaches in business is lost customer knowledge – the lack of a consistent structure to accumulate customer intelligence. Not speaking the same language and not sharing vital customer information is the best way to waste resources.

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