Who are your customers? What can you tell about them? This presentation is a starting point for answering these sort of questions both from a quantitative & qualitative perspective.

1. How to start a
customer-centred approach

2. Satisfying customers is the source of
sustainable value creation and this applies to
both to B2C and B2B

3. When starting a customer-centred
approach, self-perceptions are useful but
you shouldn't rely only on them,

4. Further…

5. you shouldn’t start with self-perceptions or
assumptions

6. Instead…

7. Start with your customers

8. You just may consider your self-perceptions &
assumptions after having gathered & studied
real data.

9. But,… what data?

10. Try answering this…

11. Who are your customers?
What can you tell about them?
Answer these questions both from a
quantitative & qualitative perspective

12. In doing so, pay attention to how customers
choose a service

13. How customers choose a service
* ** *** ****
Need
recognition
Evaluation of
alternatives
Info
search
Purchase
Post-experience
evaluation
Customer experience

14. How customers choose a service
Sources of information
Internet
Web
Word of mouth
Understand if it will fulfil their needs
Reduce RISK
Time
Financial
Performance
Social
Psychological
Understanding
Info search

15. How customers choose a service
Desired Service
}
Adequate Service
Zone of
Tolerance
Predicted Service
VISIBLE INVISIBLE
People
Physical evidences
KPI
Process
Experience qualities
Credential qualities
Process
Evaluation of
alternatives
Customer experience

16. Post-experience
evaluation
e-service Quality:
Efficiency
Fulfilment
Reliability
Privacy
Responsiveness
Compensation
Contact
How customers choose a service

17. Bearing in mind how customers choose a
service, you should consider…

18. How is this journey for your current
customers & prospects?
as well as,
!
what are they needs and expectations?

19. Welcome to your customer’s world!!

20. HUMAN-CENTRED SYSTEMS
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