O imperativo estratégico de concentrar recursos nos clientes que interessam

Uma das vertentes da gestão das empresas que há mais tempo defendemos neste blogue é a do conceito de "clientes-alvo".
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Os clientes não são todos iguais, diferentes clientes podem exigir diferentes requisitos e requisitos contraditórios, opostos entre si.
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Acreditamos, como escreveu Hill, que as encomendas mais importantes para uma empresa são as que recusa por que não encaixam no mosaico, no tecido que criou para oferecer valor de uma forma competitiva.
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Robert Simons, autor de livros como "Levers of Control", "Levers of Organizational Design" e "Performance Improvement and Control Systems for Implementing Strategy" escreve acerca do conceito de clientes-alvo:
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"A business must determine who its primary customers are.
The strategic imperative is to allocate resources to customers.
This requires that an organization determine exactly who its primary customers are. Organizations may serve many different types of customers, but hard decisions must be made regarding the primary customer.
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“I want to push you to make a choice, to decide who the primary customer is. I’m going to argue that what we need to do on an execution front is to allocate as many resources as possible to meet the needs of our primary customer.”
— Bob Simons

Deciding who the primary customers are will enable an organization to organize to deliver maximum value to these customers. The term “customer” must be employed with care. Often organizations describe functional areas as “internal customers.” This can be confusing and dilute resources. By determining the primary customer, resources can be allocated to support them, with resources elsewhere minimized.
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Companies compete for customers and a customer will have to select which company it wants to purchase from. A potential customer is more likely to select a company devoting 100% of its attention and resources to that customer, versus a rival that is spreading its resources amongst multiple customers."
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Quem são os clientes-alvo da sua empresa?
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Ainda acredita que a one-stop shop idea funciona? Quantos clientes tem nessa categoria?
Quais os clientes com que lida onde consegue obter mais margem? Porquê?
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Quais os clientes onde é obrigado a praticar as margens mais baixas? Porquê?