Quality Customers

We typically think of quality as a performance characteristic of the products or services that that we offer to our customers.  Conversely, our customers also have quality performance characteristics that determine how they impact our business.  Some customer quality characteristics have a positive impact on our business, while others can create stress on our operations.  We manage these differences by segmenting customers and modifying our operations to suite their characteristics and needs.  Examples of customer quality characteristics include:

You can't grow your customer base and improve the quality of your customers unless you understand them.  An important step in developing specific growth outcomes is to understand how our customer's segment.  Customers can be segmented if:

• Their needs demand unique product or service offerings
• They can be reached through different distribution channels
• Our relationship with them must be different
• Their business models are different
• They are willing to pay for different value

Finally, for each customer segment to drive sales you must be able to answer the following questions:

• Do you understand their dilemma?
• Do you know how to solve my dilemma?
• Have you solved this dilemma before?
• What was the result of you solving this dilemma?

Understanding this information allows you to develop appropriate value propositions for each customer segment.

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