Director: Prof. Dr. Carl Pinczolits

The right organizationally anchored customer focus, combined with a focus on customer benefits and a unique experience, creates loyal customers. Enthusiastic customers not only buy more, they also become brand ambassadors and are happy to recommend the brand and offer to others. This saves costs. In addition, a credible recommendation for potential new customers is many times more credible for your future new customers than traditional advertising measures.

Segmentation & customer potential

Successful market segmentation models provide homogeneous target groups that can be ideally addressed. We present you with models that you can use to ideally address and implement this topic in your organization.
Customer classification then takes place for each segment, which used to be based on the past, pyramid-shaped and one-dimensional.
However, if we want to look ahead, we have to deal with the potential of the customers and their motives. Customer Value Management (CVM) deals with both: the forward-looking potential classification of the individual customer, the associated exploitation of potential and the customer benefit, which is at the heart of the value proposition.

However, the relevant information for a results-oriented potential assessment is not always available on the market. You will gain insights into other industries in which a system of potential alignment in marketing and sales has been successfully achieved and find out what was necessary to move forward quickly and easily – faster than the competition and with higher profits. In all examples, one astonishing effect always remains in the memory: as soon as marketing and sales have adopted the common language of customer value management, many discussions and coordination suddenly become very easy. In contrast to the past, when one or two arguments led to deep rifts between marketing and sales.

Realistically, organizations can only manage this big step if employees are professionally involved in advance and involved in the change. We will show you options for how to ideally proceed and in what sequence. You can apply all of the methods presented in our seminars the very next day.