ABSTRACT
This chapter builds upon the value chain analysis one used earlier, whilst also considering different ways to develop one's customer objectives. One way is to derive one's customer objectives from generic models of competitive advantage, or customer value propositions. A wider value chain approach that looks at the customers' processes in detail can give a much richer and more useful view. It makes it easier to develop the customers' objectives and can lead to more insights about their behaviours and needs. There are three steps to developing customer objectives: to identify customer layers, groups and types; to develop objectives for each type of customer from each one's perspective. The most important feature of customer objectives is that they are written from the customer's perspective. The technology company worked on the assumption that UK customers and international customers followed broadly the same buying process.
