Insights Who are your Customers? A truly customer-centric organisation knows their customer segments. Some organisations are service-oriented rather than sales-led, or have a variety of customers, but nevertheless each needs to understand its customers’ personas and clearly communicate the Why, and the value it gives each group.
Insights Measuring customer value Companies succeed by providing superior customer value. Value is the basic utility of the product or service, plus a customer surplus which results from the way that a company connects with its intended audience. We discuss how value is created and how it is perceived as relevant to a purchase.
