making-sense-of-change-management

The applicationsCustomerOrganizationCustomer serviceproviderFigure 7.2 Map of relationship flows between the customer, theorganization and the customer service providerSource: Wasmer and Bruner (1991)employees transacted with customers and potential customers. Theywere referring to not just the usual types of customer service behavioursuch as greeting, courtesy and complaint handling but also the ways thatthe brand itself was being portrayed. The customer does not just receivecommunication from the organization in terms of its marketing and itsgoods. It also receives information via the customer service providers.To focus more clearly on its target audience, the organizationsegmented its potential customer market into four quadrants based ontheir interest in financial services and their level of self-knowledge offinancial needs and potential solutions. One quadrant of the market wasgenerally knowledgeable and sophisticated. Another quadrant had a highinterest in the financial area of their lives but relatively little knowledge.The third quadrant had a reasonable knowledge base but this was notaccompanied by any great level of interest. The final quadrant had littleinterest and little knowledge (see Figure 7.3).This segmentation generated a number of questions:• What type of advice was best suited to each quadrant?• Did the organization want to deliver that sort of advice?270