From the course: Building a Winning Enterprise Marketing Strategy
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Defining a customer
From the course: Building a Winning Enterprise Marketing Strategy
Defining a customer
(upbeat music) - [Instructor] By breaking down the bodies or accounts in your database, by type of behavior, and by the strength of their belief, you come up with four types of customers. In fact, we'll only call one of them the customer. The other three are potential customers, let's go through them. So ideally, you have people in your customer database who behave in a way that results in profitability for your organization. So high customer behavior, and also they prefer your brand to other brands, high customer preference, those are ideal customers or what marketers have traditionally called loyal customers, high behavior, high belief, and those tend to be the people that at their best become brand ambassadors. They are your key opinion leaders. They are the driver of your profitability, but for most organizations they account for fewer than 20% of your customer base. So let's look at the other three types,…
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