Inside the Customer Universe: How to Build Unique Customer Insight for Profitable Growth and Market Leadership
Автор:Henrik Anderson and Thomas Ritter Год: 2008 Издание:John Wiley and Sons, Ltd Страниц: 294 ISBN: 9780470694244 "Inside the Customer Universe" provides a systematic approach to out-compete competitors by decoding the drivers of customer needs. This insight is the foundation for developing and implementing successful customer growth strategies. The book enables readers to predict customer needs and to set customer expectations. "Inside the Customer Universe" introduces a powerful segmentation tool based on three stable dimensions: customer types, customer roles, and scenes. Based on this CUBEical segmentation, the book explains in detail the transformation of customer insight into strategic options and actions. Based on the roadmap of where and how to compete, the book illustrates the ease of implementing up and cross sales initiatives and shows the way to increased effectiveness in market and customer communication. The book also addresses common challenges for fast moving consumer goods manufacturers, for key account management, and for mergers and acquisitions.
