The Proper Order of Things in a Customer-Centric World
As always, I write this from the vantage point of a CRM consultant.
It has been said that no framework is perfect, but some are useful. Of course, selecting the right framework depends on which level you desire to compete. Following the hype cycles of newly packaged ideas, with an emphasis on creative presentation, however, can get anyone into trouble. Consultants in the CRM, Customer Experience, Customer Transformation, Service Design, Service Innovation spaces (etc.) don’t always get it right.
Frameworks that don’t understand the proper order of the world may get you excited; but they will certainly not carry you very far into the future. The world hasn’t changed, but the way we should view it has certainly evolved. Have you?
The Common Order of Things
Select a market based on an existing product or service category
Segment that market across non-useful attributes such as demographics, firmographics, etc.
Create Personas for corporate consumers of our product or service, or aligned with i…
