Do You Serve ALL of Your Customers?

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I've been working on an interesting project lately. This particular client has two distinctly different types of customers. The service delivery system has been built to serve one type of customer and that segment of their customer base is relatively satisfied. The other customer segment isn't so happy.

We often speak of customers in generic, generalized terms. We tend to think of "the customer" as if there is one profile that fits every person who walks through our door or calls us on the phone. The reality is that most companies have a plethora of customer types. Your customer base could be segmented into very different and distinct groups. Different customer segments can have vastly different expectations. While you can't please call the people all the time, it's important to know who your key customers are and what drives their expectations.

Sometimes, you discover untapped potential at your own doorstep. Callaway golf looked at their customer base and discovered that women make up only 20 percent of the North America market. They also discovered that their products and service was heavily focused on the male customer. They are working on a line of products "by women, for women" to address what they believe is a customer segment they have largely ignored.

What are the major customer types coming through your door? Which are you catering to? Which are you ignoring?

Comments

[Jason]

You're exactly right. By knowing who your target customers are you're able to sort though the noise of non-customers and zero in on those that are real customers.

[Tom Vander Well]

Thanks for the comment, Jason. Checked out your blog and I appreciate your passion for the customer experience. Let's keep the conversation going!