Thursday, August 24, 2017

Defining Your Strategic Direction Part 2

WHO ARE YOUR CUSTOMERS? 

CUSTOMERS
  • By customer, we are talking about anyone who directly receives the products or services you provide. Remember that there is a difference between stakeholders and customers. Stakeholders are individuals or groups, inside or outside the organization, who have a significant stake or interest in your success. However, stakeholders are not the direct recipients of the product or service you provide.
  • Some organizations have a single "generic customer." An example would be fast food store that treats all customers the same. Most organizations have different types of customers, representing either different segments of the market or different segments of the business. For example, a service station might have people who fill up with gas, others who want repairs, and still others who purchase convenience store items.

WHAT ARE YOUR DELIVERABLES TO THEM?

DELIVERABLES

A deliverable is an "end result benefit" that an organization provides to its customers.
  • It is not simply a product or service.
  • It is linked to a specific and measurable improvement in the life of the customer.
  • It begins to distinguish an organization from its competitors.
  • The best way of thinking about a deliverable is by identifying how the life of a customer improves by being a beneficiary of the organization's deliverable.
  • The concept of a deliverable gets at the deeper needs, concerns, or desires of the customer.

TOMORROW'S CUSTOMERS AND DELIVERABLES

Next, we will jump to the future and consider the same questions – who will be your customers five years from now and how will you describe them? Your answers should, at least in part, come from your understanding of your mission, environmental analysis, and forecast of the future.

How might tomorrow's deliverables change?

Until next time...






Sheryl Tuchman, SPHR, SHRM-SCP
http://tools2succeed.com/

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