Since customers generate the revenues that keep the organization in existence deliver its provits, customers are crucial in your business. In this context, it is perhaps surprising that much greater emphasis has been given in some aspects of strategic development to competition rather than to the customer. The reason is that the focus of the purchase decision for the customer is a competitive selection between the different products or services an offer. While this is undoubttedly true, it is easy to lose sight of the direct strategic importance of the customer.
There are 3 useful dimensions to an analysis of the customer:
1. Identification of the customer and the market
2. Market segmentation and its strategic implications
3. The role of customer service and quality