The expression ‘customer gardening’ means to take the delicate sprouts of newbies on a journey to becoming a prosperous plant. This is done with a scientific approach of measuring, adjusting, nurturing and caring.
Customer Gardening requires a rich ‘soil’ of data with the proper granularity. The data must be helpful to distinguish between customers, and measure impact and effect.
The key topic in customer gardening is value. Customers pay money for the value they receive and perceive. A business is successful when the perceived (not simply material) value can be maximized for customers and the costs are minimal for suppliers.
With the right data soil, the solution to this question can be found at a logical, algorithmic level. However, we need to act in a world of moving targets. For that reason, Customer Gardening has a lot to do with learning. Artificial Intelligence therefore is a powerful tool to use for Customer Gardening.
Customer Gardening topics:
- ‘data soil’. Creating rich soil by avoiding two kinds of problems; too much data and (still) missing data.
- ‘business purpose’. What is the ultimate objective of our gardening activities?
- ‘mode of operation’. We may have operative data and we know what we are aiming for, but what kind of mechanics lead from one to the other?
- ‘mode of interaction’. Interaction with customers is key to measuring the effects of gardening.
- ‘mode of execution’. Customer Gardening needs analysis, but success comes with taking action as a result.
- ‘mode of integration’. Don’t forget that our ‘sprouts’ stand for relationships with customers, who want and need to be integrated in work and communication flows.
As a result, Customer Gardening leads to an ever more automated process, where sales is a natural point in a conscious and systematic way of handling data.