“Who is our customer?”

"Customer Confusion
Ask 10 random people in your organization “Who is our customer?” How many different answers would you get? Ideally, the answer is the same. There is only one customer. Your strategy, resources and goals and objectives must be aligned around a singularly defined customer.[Moi ici: Um dos temas mais queridos neste blogue, a importância fundamental de definir quem são os clientes-alvo. Ao longo dos anos marcadores como: clientes-alvo; miudagem, fantasmas estatísticos. É fundamental perceber quem são os clientes-alvo, para poder desenhar uma proposta de valor talhada para os servir]
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A lack of clarity and alignment about the customer leads to confusion and uncertainty about critical organizational priorities. A consistent definition of customer, can break down silos, unlock lost productivity and empower your people.
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Getting consensus about a single definition about who your customer is can be a very powerful driver of high performance, but very difficult to achieve. You will have to contend with identifying who is not your customer, just as much as you will have to define who your customer is. Once the senior leadership team is aligned on the customer definition then it will be critical to define how each of the units led by the senior leadership team fits into the value chain of the customer.
Misalignment about the customer at the senior leadership team impacts the entire organization."

Vale a pena ler o artigo para perceber algumas consequências de não ter definido e comunicado quem são os clientes-alvo.


Trechos retirados de "Customer Clarity … Exactly who is your Customer?"