The document discusses defining an ideal customer profile from an executive perspective. It outlines different types of customers - Advocates, Champions, Jumpers, Neutrals - characterized by factors like revenue, costs to serve, purchase frequency, tenure, engagement, and likelihood to recommend. External challenges facing the market are also discussed. The ideal is to have high levels of customer advocacy and profitability.

2. Jim Dicso
PRESIDENT & CHIEF REVENUE OFFICER, SUNDAYSKY

3. TOM
KARINSHAK
SVP, Customer
Experience,
Comcast
JEFF
OBERSTEIN
COO,
Credit Cards,
Citi
ANDREW
GARNER
Principal, Strategy
& Operations,
Monitor Deloitte
AN EXECUTIVE PERSPECTIVE:
THE IDEAL CUSTOMER

4. AN EXECUTIVE PERSPECTIVE:
THE IDEAL CUSTOMER

5. EXTERNAL FACTORS
CHALLENGING THE MARKET

6. EXTERNAL FACTORS
CHALLENGING THE MARKET

7. EXTERNAL FACTORS
CHALLENGING THE MARKET

8. EXTERNAL FACTORS
CHALLENGING THE MARKET

9. EXTERNAL FACTORS
CHALLENGING THE MARKET

10. MAPPING THE IDEAL
CUSTOMER PROFILE

11. ADVOCACY
PROFITABILITY
FANS
• PRICE SENSITIVE, LOW REVENUE
• LOW COST TO SERVE
• LOW TO MEDIUM PURCHASE
FREQUENCY
• LONG TENURE, HIGHLY ENGAGED
• HIGHLY LIKELY TO RECOMMEND
CHAMPIONS
• MANY PRODUCTS, HIGH REVENUE
• COSTLY TO SERVE BUT PAYS TOP
DOLLAR, VALUE AWARENESS
• HIGH PURCHASE FREQUENCY
• LONG TENURE, HIGHLY ENGAGED
• HIGHLY LIKELY TO RECOMMEND
JUMPERS
• HIGH REVENUE
• COSTLY TO SERVE BUT PAYS TOP
DOLLAR
• TRANSACTIONAL RELATIONSHIP
• NEW CUSTOMER
• SATISFIED BUT INDIFFERENT
NEUTRALS
• LOW REVENUE, PRICE SENSITIVE,
LEVERAGES BUYING POWER
• LOW TO MEDIUM COST TO SERVE
• TRANSACTIONAL RELATIONSHIP
• NEW CUSTOMER
• SATISFIED BUT INDIFFERENT

12. “THE DISCIPLINE OF MARKET LEADERS”
By Fred Wiersema & Michael Treacy

13. “THE DISCIPLINE OF MARKET LEADERS”
By Fred Wiersema & Michael Treacy
OPERATIONAL
EXCELLENCE
PRODUCT
LEADERSHIP
CUSTOMER
INTIMACY

14. OPERATIONAL
EXCELLENCE
PRODUCT
LEADERSHIP
CUSTOMER
INTIMACY
JUMPERS CHAMPIONS
NEUTRALS FANS
ADVOCACY
PROFITABILITY
AN EXECUTIVE PERSPECTIVE:
THE IDEAL CUSTOMER