Three-Tiered Customer Understanding Framework PPT
This PPT slide, part of the 155-slide Strategic Analysis Primer PowerPoint presentation, outlines a framework for understanding customers at 3 distinct levels: Aggregate, Major Segment, and Segment of One. Each level presents key issues that organizations need to address to gain deeper insights into their customer base.
At the Aggregate level, the focus is on overall metrics such as cumulative customers and cumulative revenue. Key issues include understanding the fully loaded cost to serve, cumulative profit, and the value of attributes versus trade-offs. Organizations should also consider customer satisfaction and dissatisfaction, as well as end-user usage patterns. This level emphasizes the importance of overall product development requirements, which can be informed by internal financial records and various benchmarking methods.
Moving to the Major Segment level, the slide highlights the need for segmentation dimensions and sizing. Here, segment attractiveness and cost to serve become critical considerations. Organizations must evaluate segment economics and the specific product development requirements for each segment. The data sources for this level include interviews, focus groups, and structured surveys, along with external databases such as D&B and trade associations.
Finally, the Segment of One level dives into the individual customer perspective. It emphasizes the unique value of each customer, their business drivers, and opportunities for expansion. Key issues at this level include understanding customer satisfaction, relationship management, and specific product development needs. Data sources here involve perceptual mapping and direct customer interactions.
This structured approach allows organizations to tailor their strategies effectively, ensuring they meet customer needs at every level. Understanding these layers can significantly enhance customer engagement and drive better business outcomes.
This slide is part of the Strategic Analysis Primer PowerPoint presentation.
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Strategic Analysis Customer Satisfaction Benchmarking Product Development
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