Inside the Customer Universe reveals how an organization can becomeahead of the game by focusing a its strategy on predicting customerneeds rather than following them. This book provides a uniquecontribution to the field of customer management with a departurefrom current practice towards understanding customers as'multi-individuals' and hence solving current confusionssurrounding customer behaviour.Inside the Customer Universe's easy to implement tools, models andstrategies provide the reader with the ability to create stable andsustainable customer understanding and, therefore, sustainablebusiness growth."CUBEical Thinking is a great concept for developing business andthe concept of customer types is intriguing as it provides greatinsights into the drivers behind true customer loyalty."Niels Henrik Hansen, Director SAS Corporate Sales, ScandinavianAirlines, Denmark"CUBEical Thinking has given us the platform for developing aneffective sales and key account management organization which hasdelivered significant top and bottom line results based on targetedup and cross sales."Henrik Hubner, Vice President Sales, Sanist?l"CUBEical Thinking has provided us with great customer insights onwhich we are benefiting in our daily operations and it has helpedour organization focus activities and resources."Carsten Hetling, Nordic Marketing Manager, Zyxel Communications

ContentsPreface1 The quick guide to Customer Universe Based ExecutionPART I Discovering the Customer Universe2 The executive challenge of driving EBITDA growth3 The challenges of current segmentation models4 Identifying customer types - inside the customer'smind5 Identifying roles and scenes - inside situations andoccasions6 CUBEical segmentation - the platform for achievingmarket leadershipPART II Activating the Customer Universe7 CUBEical strategy - where and how to compete8 CUBEical implementation - how to set the agendaPART III Living the Customer Universe9 CUBEical thinking - how does it link to otherframeworks10 The fast moving consumer goods universe11 The key account management universe12 The mergers and acquisitions universeEpilogGlossaryIndex