Everyone means no-one – so who are your target customers?

Making tough choices is part of creating a clear strategy, and for many the toughest of all choices is who will be their target customers. “Everyone is a potential customer” usually follows a passionate explanation about why the organisation doesn’t want to exclude anyone. “Our sport/product/service should be available for everyone to enjoy…” But the trouble […]

Insight-led customer retention

“Customer retention needs to be embedded in the marrow of your organisation”. This is my favourite line from Paul Gravett‘s article entitled ‘trickle or torrent: how successful is your customer retention?’. The article explains how an organisation can (and must) boost its customer retention. While Gravett was writing for the arts sector his message is relevant to other sectors too. […]