Many organizations are trying to figure out how to win the hearts and minds of customers. Unfortunately, they are not like to find the answers in the ways they have grouped customers in to segments. The designation of small, medium, and large customers doesn’t reveal much about what customers want or why they are in the group they are.
Perhaps a different tack is in order. If a company wants to know how to win the hearts and minds of customers, they must first understand how customers feel and how they think. Much of that thinking centers around the self.
Understanding customers’ self-perceptions is essential for successful targeted customer strategy. Lucky for us, Sara Dommer, Ph.D. Assistant Professor of Marketing at Penn State Smeal College of Business was a guest on a recent podcast, and she explains perception of self and how it drives customer behavior.
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