Thursday, April 21, 2011

Lean Coffee: Customer Segments

Today's Lean Coffee was hosted by Mark at BNOTIONS.

Some great points on customer segments:

  • Reference: Geoffrey Moore - Crossing the chasm
  • Get your early adopters to become evangelists, help you cross the gap
    • They give feedback and a slightly different perspective
  • Invest in retention more than acquisition --> referrals
  • Early majority requires training/support/documentation than early adopter
  • Early adopter term applies across many fields -- projects, organizations, etc.
  • Influencer -- Applies to music, cars, etc.
  • Identify people that have an active need, ask them questions
    • When they have a clearly identified problem, and the pain is high enough, they're much more open to new stuff
  • Segment your customers by talking to them and identifying similarities
  • How do you identify evangelists?
    • If they're supporting other users or otherwise being vocal (in a positive way)
  • Stats: Who is the most effective at bringing in users? Often the same people that use it the most
  • When you identify evangelists, give them stuff, help them help you
  • The biggest skeptics can become the biggest evangelists
  • Personal touch helps engagement -- send a note, give a phone call
That's it for today! What were your takeaways from the session?

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