
374 Part III n Information Quality Applied to Core Business Value Circles
The following describes the Value Circle processes with their general activi-
ties, quality methods, and the IQ issues that can cause process failure.
1. Identify Prospective Customers
This process seeks to understand those who are candidates to become Valuable
Customers based on their demographics and other characteristics that make
them interested in your products or services.
Process Activities
For every organization that has products or services, there will be a general target
audience of prospective Customers. In the past, organizations took a product-
centric approach where they thought of their products and how to sell them.
However, successful organizations today must take a new Customer-centric
approach, thinking first of the prospective Customer audience and of their
Customers’ needs in the products and services they offer. These organizations
are replacing Marketing with Customer Care and mass communication with
personalized communication.
Organizations are only as successful as their ability to delight their Customers.
Process activities include:
Identifying the right Markets and the right Customer Segmentation
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Identifying sources of prospective Customer Information
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Developing communications across all channels that will draw prospec-
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tive Customers to you
Conducting focus groups for your products