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Ask anyone if they know who their customer is and they will answer, somewhat indignantly: “Yes, of course I do!”. But do they? With organizations constantly changing and becoming more complex, it is getting more and more difficult to figure out who is the customer.
The traditional value chain turns out to be a complex value web in which most of us get entangled. Job titles are not longer covering the actual activities people are doing, the number of stakeholders and influencer has increased, and buyers and users are not longer the same. All this makes it harder to figure out who you should listen and talk to.
In this session we look at how to define the value web and gain insight across the value web (e.g. the different stakeholders in the customer purchasing funnel)? How do you deal with opposite and conflicting interests? And how these insights translate into your innovation and communication strategy? This will be demonstrated on the basis of real case studies.