Profile•What market segments do you serve?•Who are your customers within these segments? Are they local, MNC or JV•What are your customers annual revenues? •What are your customers end markets, domestic or export? •What is your reputation among your customers?•What is your competitors reputation among your customers?

Performance•How has the segment performed? •How has the customer performed versus the segment? How are they performing now?

Products and Services•What products and services do you offer? What products and services are considered to be crucial and why?•How does your customer access your products and services? How do they access your competitors products and services? •How are products and services evaluated? How are you rated versus your competitors? •Who decides evaluation criteria and selects products and services?•What industry, association or institutional approvals influence the evaluation and selection of products and services?•Are new customer requirements emerging?

Marketing•How do you retain customers?•How do you increase your business with current customers?•How do you find new customers?•How do you reach new customers?•How do you monitor customer and project activity?•What are the competitive value disciplines, products, services or price?

Product leadership - Best products,Innovative solutions, Industry accreditations, & Consistent High Quality

Best price - Operational efficiencies, Volume production, Logistics

Best service - relationships, Guanxi, Best support, pre-sales & after-sales, & Product availability

Market leaders must be good at all three value disciplines butchoose to excel at one and leverage the others

PGray® Customer Assessment Model

Peter Gray Consulting Strategic International Marketinghttp://www.petergrayconsulting.net/

Customer Assessment Importance Customer 1 Customer 2 Customer 3 Customer 4

Potential

•Growth opportunity 1.0 0.8 1.0 0.2 0.2

•Relationship 1.0 0.8 1.0 0.2 0.2

•Sophistication 1.0 0.8 1.0 0.1 0.1

Total score 3.0 2.4 3.0 0.5 0.5

Need

•High quality products 1.0 0.5 1.0 0.3 1.0

•High quality services 1.0 0.5 1.0 0.3 0.2

•Serve high quality end markets 1.0 0.5 1.0 0.3 0.3

Total score 3.0 1.5 3.0 0.9 2.5

PGray® Customer Assessment Model

Peter Gray Consulting Strategic International Marketinghttp://www.petergrayconsulting.net/

Develop Focus

Give to competitors Monitor

Pote

ntial

Need

Customer attractivenessPGray® Customer Assessment Model

Pareto's Principle The 80-20 Rule

Peter Gray Consulting Strategic International Marketinghttp://www.petergrayconsulting.net/