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| James Dodkins, CCO BP Group |
Marketer’s are fond of segmenting customers by circumstance,
for instance, where you live, your age profile and median salary. This approach
is very limiting and only provides sparse information on what are the real
Needs of the customer. For that we need a little more science and understand
those requirements by identifying the successful customer outcome.
This leads
us to Categorizing by Need. So for instance a potential customer in the
experience of either buying, renting or servicing a car might be ‘tech
savvy’ or ‘silver surfer’ or ‘time is money’ people. We can drill down into specific needs and
identify how to operate the underpinning workflow systems, necessary
interactions, people skills and so on.
We can summarize this into a handy grid we call the Customer
Categorization approach (a handy tool created by BP Groups CCO James Dodkins www.jamesdodkins.com)
Naturally you should try this for yourselves and if you want
to get professional about it join us on one of our upcoming CPP classes where
we discuss, try out and prove 50+ other techniques as part of the CEMMethod™
approach. You will go away with a working template of how to deliver customer centricity and outside-in for you and your organization.
Certified Process Professional Masters
(CPP-Master) Program
Orlando USA March 16-20, Denver USA March 23-27, Dubai
UAE Apr 12-16
http://www.bpgroup.org/book-class.html
An internationally recognized program
with proven track record delivered by been there and done it coaches more than
130 times, in 52 cities with delegates from 105 countries.
The program, now in its tenth year, utilizes the BP Groups approaches and
framework to help you and your organization win the triple crown –
simultaneously reduce costs, grow revenues and enhance service.
Producing Immediate and sustainable
business results across any industry and sector.
Become a qualified
CPP-Master and demonstrate your professionalism
http://www.bpgroup.org/book-class.html
