6. Customer Segments Flashcards
1
Q
What is a customer segment composed of?
A
- what jobs are they trying to do?
- the pain associated with those jobs
- the gain they expect when they do those jobs?
2
Q
What are customer jobs?
A
functional - what we usually think of e.g., nurse
social - how they want to be perceived by others
personal / emotional - seek a specific state
3
Q
What is a customer pain?
A
describe bad outcomes, risks, and obstacles related to customer jobs
undesired out outcomes - cannot do something, look bad doing something, feel bad doing something
obstacles - prevented by X from doing something
risks - something might be bad if
ask the customer to rank their pain from moderate to extreme
