Base all customer-facing strategies on a common understanding of the customer

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21 Jul 2019
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Do you have a common definition of the customer?Do you have a common definition of the customer?

Given the immutable truth of the buying cycle, the strategies we pursue in marketing, sales and service must have the customer at their heart. All too frequently, however, marketing, sales and service organizations define customer differently.

1. Define

Define "customer" and “prospect” first in the broadest terms possible. For example, customer might be defined as anyone or any organization that has ever bought anything from us. Prospect might be defined as anyone or any organization that has the capacity – need for what we sell and money to pay for it – to buy from us.

From these simple, straightforward beginnings come successively more specific definitions, using common elements on which all functions can agree, for example, recency and frequency.

 

  
  
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