"Who do you want your customer to be?
Sometimes, the only way out of a strategic cul-de-sac is to create a fundamental redefinition of the customer. Your company may be faced with an irreversible power shift to your buyers, Or, your industry may have run into a saturation problem in its customer base. You may not be serving your current customers well because another potential customer group stands in the way. When these strategic market conditions exist, the customer redefinition pattern is triggered. Anticipating and exploiting it can create a new world of opportunity for sustained value growth.
These questions should be asked constantly by decision makers: What customers set is the most important? What customers set is most underserved? What customers set can unlock a variety of new opportunities?"
E porquê ficar pela análise dos clientes apenas? Por que não olhar para a cadeia de procura? Será que existe um prescritor, um influenciador que vale a pena trabalhar e que actualmente está esquecido? Será que, no caso do B2B, vale a pena trabalhar a influência junto dos consumidores?