Your customer is anyone who purchases or uses your product or service. Understanding who your customers are involves identifying their individual needs and how to keep them satisfied over time. Tools like empathy maps, customer journey maps, and the Kano model can help you understand customers at a deeper level and ensure their needs are met through the products and experiences your company provides.

1. Understanding Your Customer -
Who is Your Customer?
Craig Damlo
Innovation Coach
April 2017 - Founders LIVE Influencers Series

2. “An incredibly stupid person. These people are
often found in department and grocery stores
and show no signs of common sense. Many
times they can be rude, cruel, and obnoxious.
Urban Dictionary

3. Customer
Client
Consumer
Purchaser
User
Shopper
Buyer
Enjoyer

4. Who Do You Have to Keep Happy?

5. A Comfy Chair & Television
Photo Credit: JVC America https://www.flickr.com/photos/jvcamerica/3660898050/Photo Credit: Holdane Martin https://www.flickr.com/photos/haldanemartin/11219446606/

6. What Does Each Person Need?
Photo Credit: Barbara M. https://www.flickr.com/photos/cannnela/4614340819/

7. How Do You Find Your Customers?

8. How Have Others Defined Your Customer?
Photo Credit: Automobile Italia https://www.flickr.com/photos/automobileitalia/33017730995/

9. Customer Curves
LOYAL
DISCOUNT
POTENTIAL
NEW
Time
#

10. Kano Model
Satisfied
Dissatisfied
Needed
Performance
Basic Needs
Delighters

11. Kano Model
Satisfied
Dissatisfied
Needed
Performance
Basic Needs
Delighters

12. Customer Tools
Empathy Maps
Empathy Profiles
Customer Journey
Think & Feel
Say & Do
SeeHear
Pain Gain1
2
3
4 5

13. The Dangers of a Customer With Money

14. https://www.linkedin.com/in/CraigDamlo
Thank you.
Any questions?
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