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customer value

"Customer Centric" a benefit for Whole Foods in the Amazon purchase

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Some of the big business news right now is the intended purchase of US Whole Foods Market grocery chain by Amazon for US$13.7b. Interesting to note that Whole Foods CEO John Mackey, who for many years has been a advocate for Conscious Capitalism, recently said that: "Amazon is more “customer-centric” than Whole Foods, giving the grocer an opportunity to improve in that area..." (Source Bloomberg)

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Are you using personas..? The one thing you are missing.

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The use of personas is fairly commonplace today. Most marketing and sales teams have worked out the general representations of the potential types of buyers their business is trying to attract with content, or bring into their fold as a customer. However, just about all personas I have seen do not have the one characteristic about why the customer buys.

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You need to know what your customers value

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It is often reported, for example by MHI Global or CEB, that sales people cannot communicate the value of their offerings to potential customers. It regularly seems like a criticism of sales people themselves, however the problem is more broad than that - most businesses cannot define the value they deliver for their customers, particularly their profitable promoters.

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