Customer Framework Development
A key component of any strategic marketing, branding, or innovation project is developing a customer segmentation framework to inform where to play opportunities. Customer framework development also helps structure the market to manage the customer experience on a segmented basis.
Think of it as the intersection of market segmentation, customer journey mapping, and customer experience. We use the term “customer framework” vs. “customer segmentation” to reflect a more robust, foundational set of deliverables
The customer framework can either be hypothesized qualitatively or developed through a quantified segmentation study.
The diagram shows information obtained through framework development:
The framework itself consists of three interrelated elements— customer segments, potential needs, and strategic opportunity areas.
(For service-based brands, a fourth ‘customer experience’ element can be added, resulting in a customer experience management framework.)
Think about a customer framework as a strategic chessboard: Across the top, align customer groups your organization could potentially serve. Then, on the left, group market-based opportunities: What needs do customers have? What benefits are they seeking? What jobs need to be done? Any areas of unmet need represent unoccupied white space opportunities. Like a master chess player, this allows a company to strategically identify, plan for, and move into new demand spaces, making the competition irrelevant.