Inside the Customer Universe : How to Build Unique Customer Insight for Profitable Growth and Market Leadership

Inside the Customer Universe reveals how an organization can become ahead of the game by focusing a its strategy on predicting customer needs rather than following them. This book provides a unique contribution to the field of customer management with a departure from current practice towards understanding customers as 'multi-individuals' and hence solving current confusions surrounding customer behaviour. Inside the Customer Universe's easy to implement tools, models and strategies provide the reader with the ability to create stable and sustainable customer understanding and, therefore, sustainable business growth. "CUBEical Thinking is a great concept for developing business and the concept of customer types is intriguing as it provides great insights into the drivers behind true customer loyalty." Niels Henrik Hansen, Director SAS Corporate Sales, Scandinavian Airlines, Denmark "CUBEical Thinking has given us the platform for developing an effective sales and key account management organization which has delivered significant top and bottom line results based on targeted up and cross sales." Henrik Hubner, Vice President Sales, Sanist?l "CUBEical Thinking has provided us with great customer insights on which we are benefiting in our daily operations and it has helped our organization focus activities and resources." Carsten Hetling, Nordic Marketing Manager, Zyxel Communications "Inside the Customer Universe provides a systematic approach to out-compete competitors by decoding the drivers of customer needs. This insight is the foundation for developing and implementing successful customer growth strategies. The book enables readers to predict customer needs and to set customer expectations." "Inside the Customer Universe introduces a powerful segmentation tool based on three stable dimensions: customer types, customer roles, and scenes. Based on this CUBEical segmentation, the book explains in detail the transformation of customer insight into strategic options and actions. Based on the roadmap of where and how to compete, the book illustrates the ease of implementing up- and cross-sales initiatives and shows the way to increased effectiveness in market and customer communication. The book also addresses common challenges for fast moving consumer goods manufacturers, for key account management, and for mergers and acquisitions."--BOOK JACKET The quick-guide to customer universe based execution The executive challenge of driving EBITDA The challenges of current segmentation models Identifying customer types : inside the customer mind Identifying roles and scenes : inside situations and occasions CUBEical segmentation : the platform for achieving market leadership CUBEical strategy : where and how to compete CUBEical implementation : how to set the agenda CUBEical thinking : why the framework works The fast moving consumer goods universe The key account management universe The mergers and acquisition universe.