Article Summary: “Get Inside the Lives of Your Customers” by Seybold

January 24, 2009 | Comments Off on Article Summary: “Get Inside the Lives of Your Customers” by Seybold

This is a summary I have written for Seybold’s article “Get Inside the Lives of Your Customers”, originally as part of my Harvard Innovation and Business Transformation class assignment.

Companies often focus narrowly on fine-tuning their products and overlook the contexts which a customer does business (“The Customer Scenario”). Internet can provide customized information and applications inexpensively, making it a great way for companies to engage with potential customers, increase sales and cross sell, data collected from the internet can also be used to predict sales and control inventory level. In order to launch applications that provide significant value, companies need to have deep understanding of their customers, their preferences, challenges, activity patterns and collaborators. It is important to test assumptions and let customers to ultimately define their scenarios. When companies take customer scenarios into their marketing, they are more likely to expand sales and build loyalty.


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