Here’s a variation on the old parental refrain: “It’s 10 pm, do you know what your children are doing?” Do YOU know what your different types of customers are trying to accomplish? How do your products and/or services help them do that better, faster, cheaper? What are the contexts in which they’re currently operating? (Are they planning ahead, engaged in a project, coping with unpredictable problems, dealing with a true emergency?)
If you haven’t revisited your customers’ scenarios in the last 24 months, we encourage you to do so now. It’s highly likely that the things your customers and prospective customers need to do have changed dramatically over the past couple of years. It’s also probable that the customer segmentation that worked well two years ago is not quite right anymore. Customers’ situations change. The way they view the world changes as they evolve and grow—as people, in their lives, jobs, and companies.
We practice what we preach.