Constructing the Customer Portrait® Framework Overview PPT

This PPT slide, part of the 25-slide Organic Growth Framework (OGF) Series: Phase 3 PowerPoint presentation, outlines the initial step in constructing the Customer Portrait® Framework (CPF), which is crucial for understanding customer buying behavior. It emphasizes the necessity of gathering comprehensive data to accurately depict a customer segment's characteristics. The CPF serves as a structured model, integrating insights from 2 decades of research in consumer psychology and behavioral economics. This model aims to elucidate the factors influencing customer decisions and their underlying beliefs.

The CPF consists of 4 key components. First, it examines the customer's social and physical context, which provides insights into the environment affecting their choices. Second, it delves into the customer's preexisting beliefs and attitudes, essential for understanding their predispositions. Third, it identifies the desired experiences of the customer, which can guide product or service development. Lastly, it analyzes the customer's behavior and outcomes, offering a comprehensive view of the decision-making process.

The slide also notes that the CPF is designed to reflect the customer's thought process throughout their buying journey. The final CPF document is expected to be detailed and rich in information, encapsulating a wide array of facts that can inform strategic decisions. This step is highlighted as the most time-consuming and challenging within the three-step process, indicating its significance in laying a solid foundation for subsequent phases. For organizations looking to enhance their customer understanding, this framework offers a structured approach to gather and analyze critical insights.

This slide is part of the Organic Growth Framework (OGF) Series: Phase 3 PowerPoint presentation.

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