Can you clearly state what customer segments your company services and what unique experience you provide them? If your answer is yes, you belong to a very small and exclusive segment in business. For you there is no need to continue reading. Companies that deliver an outstanding performance share some common characteristics. They all know very clearly what customer segments they serve and they are very concise on what experience they promise their customers. If you want to join this group of outstanding performers, start with a clear customer promise.
You probably know that providing a unique customer experience requires more than a clear customer target segment and an attractive customer promise. But let’s just start at the beginning and do a small test. Check the websites of your competitors and look for their commitment. Can you easily find who they are serving and what experience they are providing? Who seems to have a very clear and attractive value proposition...
