From the course: Service Innovation
Join today to access over 22,600 courses taught by industry experts or purchase this course individually.
Understand the roles of users, buyers, and payers
From the course: Service Innovation
Understand the roles of users, buyers, and payers
- It's important we try to understand our customers when we are communicating with them, when we are pricing our service, and specifically when we are innovating our products and services. In this video, we will learn about the concept called user, buyer, payer. This is the understanding of the customer's role as a user of our service, as a buyer of our service, and as a payer of our service. Every customer has a job to be done. And what needs to be done is different for the user, the buyer, and the payer. Let me give you a short example. When I am attending a marketing conference in Atlanta, Georgia, I am the user of my hotel room. The buyer of the room is the American Marketing Association since it's the site where the conference is held. The payer of the room is my business school, if I don't forget to submit my expense report sometime, which happens quite frequently, unfortunately. But you get the idea. So now…
Practice while you learn with exercise files
Download the files the instructor uses to teach the course. Follow along and learn by watching, listening and practicing.
Download courses and learn on the go
Watch courses on your mobile device without an internet connection. Download courses using your iOS or Android LinkedIn Learning app.