This PPT slide, part of the 98-slide Organic Growth Framework (OGF) PowerPoint presentation, outlines the initial phase of constructing the Customer Portrait® Framework (CPF), emphasizing its significance in understanding customer behavior. It begins with the necessity to gather and document comprehensive data that reflects a segment's buying behavior. This foundational step is crucial as it sets the stage for deeper analysis.

The CPF itself is described as a schematic model, integrating insights from 2 decades of research in consumer psychology, behavioral economics, and cognitive psychology. This model identifies key influences on customer decisions, beliefs, and behaviors. The slide breaks down the CPF into 4 essential components: the customer's social and physical context, preexisting beliefs and attitudes, desired experiences, and behaviors and outcomes. Each of these components plays a vital role in mapping out the customer's thought process during their buying journey.

The slide also notes that the CPF is structured to mirror the customer’s thinking throughout this process, which is critical for aligning business strategies with customer needs. It highlights that constructing the CPF is not only time-consuming, but also presents challenges, indicating the complexity involved in accurately capturing customer insights.

For potential customers considering this document, the key takeaway is the importance of a structured approach to understanding customer behavior. The CPF serves as a robust framework that can guide organizations in making informed decisions based on a comprehensive understanding of their customers. This initial step is foundational for any subsequent strategic initiatives aimed at enhancing customer engagement and satisfaction.

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Strategy Development Growth Strategy Marketing Plan Development Behavioral Economics Customer Insight