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ARTICLE · 21 JANUARY 2005

Using a 3-D View of Customers To Generate Profitable Growth

Marakon Associates
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To find profitable growth opportunities in an increasingly competitive marketplace, many companies are trying to deepen their understanding of existing and potential customers. They have the right idea, but most go about it the wrong way. Either they rely too much on attitudinal information or – if they also look at customer behavior and economics – make little attempt to combine the three types of information. The result is an incomplete and often misleading view of how to manage growth investm

United StatesAccounting and Audit

By Ron Langford and Matt Hammerstein

Ron Langford is a Managing Partner in Marakon Associates’ (www.marakon.com) London office. He has advised CEOs and their teams in a wide range of industries, including financial services, chemicals, consumer products and technology. Ron can be reached at [email protected]. Matt Hammerstein, a former Senior Manager with the firm, is Director of Group Strategy for Barclays PLC.

To find profitable growth opportunities in an increasingly competitive marketplace, many companies are trying to deepen their understanding of existing and potential customers.

They have the right idea, but most go about it the wrong way. Either they rely too much on attitudinal information or – if they also look at customer behavior and economics – make little attempt to combine the three types of information. The result is an incomplete and often misleading view of how to manage growth investments.

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