A‘customer scenario’ is the set of steps a customer needs or is willing to take in order to reach their desired outcome. And scenarios are different by context. So a customer who’s in a hurry is going to have a different scenario from a customer who’s got time to spare.
- It’s also a continuous process.
- A particular target segment of people who behave in a particular way – three to six key scenarios are common in terms of how they interact with your firm, – also a few that are the areas of frustration for those customers.
- And once you’ve begun to fix those, you work on the next set, and the
customers keep raising the bar. And once the basics are over they keep coming back and saying ‘If you could do this for me it would be really good’.
- It’s a kind of lock-in, but it’s more seduction because you have shown customers that you can take
care of their basic needs and now they are willing to share with you what they really want.