Know Thy Customer (Chain)

There is a great post by Innovation Zen that encourages business to address the unique perspective of users, purchasers and influencers.

Innovation Zen elaborates on this concept of a "three fold division" which was proposed by Chan Kim and Renee Mauborgne in a Harvard Business Review paper titled “Creating New Market Space”. The distinction the authors make is that “while the three groups (users, purchasers and influencers) might overlap, they often differ.”
Identifying the cases where the groups differ, in fact, could help companies to come up with successful innovations.

This is a great reminder to:

1. Always dig deeper and actively evaluate intent, interaction, and influence in your experience design.
2. Remember, your customer relationships go beyond the "point of sale."
3. Think of your customers dimensionally. A single customer can represent all three perspectives or a "customer chain" as Innovation Zen notes.

Comments

[Daniel Scocco]

Thanks for poiting the article out.

You have a good explanation here: "Always dig deeper and actively evaluate intent, interaction, and influence in your experience design". You could call it the "three i's"