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Um cliente não é um segmento.
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Seteve Yastrow recorda e reforça esta tese com o postal "Do Differentiation Differently":
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"Your customer doesn't really care if you are different. But he will be blown away if he sees that you think he is different.
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Most marketing and sales theory doesn't approach customers in this way. We talk about target markets and demographics, which, instead of recognizing what makes each customer unique, is a way of grouping customers by what makes them similar. We talk about product positioning and unique selling propositions, which is all about us and only incidentally about the customer.
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Flip your thinking around. Focus on differentiating your customers.
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Take Notice
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Put your customer hat on: How much effort do companies expend telling you about themselves vs. the amount of time they spend trying to learn what makes you different? Are there companies that demonstrate that they understand what makes you unique, by interacting with you in a way that is singular and relevant only to you? How do you feel about these companies, relative to those that clump you together with the rest of the "target market?""
.
Most marketing and sales theory doesn't approach customers in this way. We talk about target markets and demographics, which, instead of recognizing what makes each customer unique, is a way of grouping customers by what makes them similar. We talk about product positioning and unique selling propositions, which is all about us and only incidentally about the customer.
.
Flip your thinking around. Focus on differentiating your customers.
.
Take Notice
.
Put your customer hat on: How much effort do companies expend telling you about themselves vs. the amount of time they spend trying to learn what makes you different? Are there companies that demonstrate that they understand what makes you unique, by interacting with you in a way that is singular and relevant only to you? How do you feel about these companies, relative to those that clump you together with the rest of the "target market?""
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