Living Supply Chains: How to Mobilize the Enterprise Around Delivering What Your Customers Want

Appendix 2C. ‘Quick’ behavioural segmentation DIAGNOSTIC

Exercise to discover the ‘buyer behaviours’ or ‘logics’ evident among your customer base

Instructions

1. List the various customers/clients which buy/use the products/services of your business.

2. For each customer listed in (1) above, provide four or five descriptors, i.e., words or phrases your customers/clients might be expected to use in describing their needs/requirements to any provider of the desired product(s)/service(s).

3. Code each descriptor as P, A, D or I (using the following guidelines).

4. Assess the dominant logic(s) for each individual customer/client.

5. Identify any pattern evident in these customer/client logics, and arrive at a ‘strawman’ segmentation.

P-A-D-I Guidelines