6. Customer Segments Flashcards

1
Q

What is a customer segment composed of?

A
  • what jobs are they trying to do?
  • the pain associated with those jobs
  • the gain they expect when they do those jobs?
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2
Q

What are customer jobs?

A

functional - what we usually think of e.g., nurse

social - how they want to be perceived by others

personal / emotional - seek a specific state

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3
Q

What is a customer pain?

A

describe bad outcomes, risks, and obstacles related to customer jobs

undesired out outcomes - cannot do something, look bad doing something, feel bad doing something

obstacles - prevented by X from doing something

risks - something might be bad if

ask the customer to rank their pain from moderate to extreme

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