UNDERSTANDING your customers

The first step to having superior customer experience management, is being very clear about who your customers are, what their goals are and how you impact on your customers achieving those goals.  You cannot afford to be everything to everyone, so it is important to identify and focus on those customers to whom you deliver the greatest value. 

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* 1. We have identified our most profitable customers.

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* 2. We know what target customers expect and value.

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* 3. We know the value drivers that build loyalty in our market.

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* 4. For each of these drivers of value, we know how our customers rate the current experience we provide.

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* 5. We understand to what extent, and why, our target customers prefer our brand to that of our competitors.

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* 6. We have defined our key customer personas and our communications and innovation is driven by these personas.

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