Group 10

Transforming Strategy One Customer at a time

In an ever changing market scenario, it is necessary for B2B companies to know what the end users think about their products in order to survive in the business. Harrington and !an ta"k about this fact through the e#amp"e of homson $orporation. homson adopted a three step framework to imp"ement its front end customer strategy. %tep1& his step gave homson a rea" picture of its true addressab"e market. homson identified ' different segments of end users where it cou"d "ook for opportunities and a""ocate resources according"y. %tep 2& homson identified how their products were actua""y used by the end users. homson adopted a combination of surveys and (three minutes) approach whose main goa" was to make its products to be used in a day as much as possib"e. %tep *& homson identified the prob"ematic !obs that customers wou"d actua""y pay for. It used c"uster and con!oint ana"ysis to identify different segments of users and design different products according to their preferences. homson achieved tremendous growth and profitabi"ity by adopting this strategy. +e be"ieve even other B2B companies can a"so come out of their traditiona" mind set and fo""ow the end users to uncover new markets and rea"i,e their fu"" growth potentia". It wou"d a"so he"p them to stay ahead of their competition and become market "eaders.