Do you relate to customers through an inside-out or an outside-in strategy? Two different border activities.


Organisations want to relate their customers in their offerings. To discover what matters to them, there are two basic strategies. One involves taking the customer into your world (outside-in). The other strategy is about leaving the customer in its habitat and extending towards him (inside-out).

The advantage of the outside-in strategy is control over the situation, disadvantage is bias from the inside in the behaviour.

The advantage of the inside-out strategy is the undistorted picture of the real-life behaviour, the disadvantage is the effort and the risk of not being able to truly reach the customer.

Meeting the customer halfway is no option because you probably get only the worst of the two strategies.


Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s

%d bloggers like this: