Customer Analysis

Why would your customers buy from you and not from your competitor

Customer analysis can go two ways. The analysis can focus on the tactical WHO question:
  • Who is/will be my customer
  • What are the typical features of my customer
  • Which customer is my portfolio are most profitable
  • Which customers are most satisfied with my services
  • To which customers can I cross sell or upsell
Or the analysis can focus on the more strategic WHY question:
  • For new companies:
    • Why would your customers buy from you and not from your customer
    • Why would your customers pay a premium price for your offering (see: Seth Godin on Standing Out)
  • For existing companies
    • Ask your customers why they have chosen for you and not for your competitor
    • Ask your missed opportunities (politely) why they have chosen for your competitor and not for you
    • Ask your lost customers why they have left you and how they provide in their needs now
Make sure you know your market, competition and alternatives
Your best friends in Customer Analysis are: Abell Analysis and Value Map

Nils de Witte (c) 2013