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ideal customer definition – more focus, more power, more money
Most companies do not have skill or performance problems, but rather, customer focus problems.
Understanding The Three Sources of Value Creation
In general, there are three ways in which a company can provide value to customers. By:
- What a company does:
Refers to the enabling products, services and touchpoints - How a company does it:
Refers to the specific way solutions are executed and the benefits this brings - Why a company matters:
Refers to the bigger meaning behind a company’s actions and existence
The key to a high-value solution is to understand that many different people have different ideas about what the right what, how and why is.
The more focused a company is on who they try to create value for, the clearer the requirements for the right What, How and Why become.
Define Your Ideal Customer
The general approach is to map the whole potential customer spectrum. Start by listing all the types of customers who could potentially benefit from your offering. Then use progressive filtering to systematically narrow down from ‚many‘ potential customers to ‚few‘ good fits, ultimately identifying your ‚ideal‘ customer profile.
Also assess your company’s strengths and weaknesses by determining what your company does exceptionally well compared to potential competitors and where it falls short of others.
Finally, validate your assumptions by engaging directly with representatives of your identified ideal customer segment.
If you have an existing customer base, start by analyzing your best existing customers. Who are most profitable, loyal, and enjoyable to work with? Look carefully for recurring patterns in their demographics, behaviors, values, needs, wants and constraints.
If you don’t have an existing customer base, begin by clarifying your mission – define what change you’re trying to make. What is the one scenario you try to have an impact on?
Then assess your company’s unique perspectives – what do you consider to be the right or the wrong way of doing things.
