Are all customers the same for an organization?

Customers can have different NEEDS, PREFERENCES, and BUYING BEHAVIORS, so it is important for organizations to segment them into groups with similar characteristics.

In B2B/B2G transactions, one critical group of customers are “STRATEGIC ACCOUNTS”

📌 Some of traditional approaches to define this segment may include:

🏅MARKET SIZE, MARKET SHARE AND GROWTH POTENTIAL: The strategic account must be large enough to have an impact on sales and growth, and must have long-term growth potential.

🎯 ALIGNMENT WITH THE COMPANY’S STRATEGY: The strategic account must be aligned with the overall company strategy, and must be a key piece in implementing that strategy.

🤺Level of COMPETITION: The strategic account must be important enough to attract the attention of the competition, but at the same time must be an opportunity where the company has a clear COMPETITIVE ADVANTAGE.

💲LEVEL OF MARGIN: The strategic account must generate a high enough margin to be PROFITABLE for the company, and must be an important SOURCE OF REVENUE AND EARNINGS.

🤝Potential for LONG-TERM RELATIONSHIPS: The strategic account must be a customer with whom a long-term relationship can be established, and must be an OPPORTUNITY TO DEVELOP A MUTUALLY BENEFICIAL PARTNERSHIP.

🧐 Do you agree? Are you missing any criteria❓