GET INSIDE LIVES OF YOUR CUSTOMERS
In the article „Get inside the lives of your customers" the author Patrica B. Seybold is speaking about Customer Situation Design method, which will help companies to determine what their particular
customers need from them and how to deliver it. She says that numerous companies have quite narrow viewpoints, focusing on fine-tuning their particular offerings they own failed to observe how those products or services fit into the „real lives” of their customers. By this method companies possess missed opportunities to expand sales and deepen loyalty. In order to tackle this challenge companies need to take „customer scenarios" into their advertising.
Using a good example of two customers of refrigerators the author shows a customer cases and shows that customers vary. The initially shopper requires the fridge as an urgent situation replacement plus the second client wishes to furnish a home
In respect to Patricia Seybold's perspective by producing common situations the company will get creative methods to reach the purchasers, fulfil extra needs, locate products that meet customers' wants and save customers' time. States that organization leaders will need to become alert to the need to worth their consumers' time, mainly because customers frustrates the most when someone toxins their time. In order to develop an appropriate level of sensitivity to customers' time, corporations should follow a customer situation.
In this article Patrica Seybold supplies the real successes of 3 different businesses that have utilized a " customer scenario” strategy. One of these is National Semiconductor, among the world's leading suppliers of analog and digital microchips. The company's buyers were style engineers, that was particularly critical viewers and the company has worked hard to build profound relationships with them. In 1994, Phil cannella Gibson, National's vice president of Web-business, developed web site intended for design technicians with information on the company's product lines. They...