by Karl Hellman and Ardis Burst
Companies need a strong model for understanding customers, but their approach is often piecemeal because each department focuses on a different component — technology, price, service, communications, and distribution. Now there’s a better way.

This insightful book begins with the premise that a company’s most important marketing process is the one that takes place in the customer’s mind — the mental process of learning about, deciding to buy, purchasing, and using a product or service. Also known as the Customer Learning Curve (CLC).

The CLC breaks the customer buying process down into its essential parts: customer needs, customer awareness, benefits, access, motivation, purchase, use, value, and loyalty.  By knowing where their customer is on the learning curve — as well as the elements key to their unique customer learning curve — marketers can make better decisions about budget, strategy, and everything else impacting the bottom line.

Examining every aspect of selling a product or service from the customer’s point of view, this informative and invaluable resource teaches readers to take an integrated, customer-centered approach and help move the customer through the learning curve — to become repeat users.

 

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