The Discovery Compass : Do customers know their way around ?

An Analysis of Customer Awareness, Discovery Behavior and Strategic Positioning with Reference to vBoard

Customer discovery can be viewed through a framework similar to healthcare decision-making. People differ not only in recognizing a need but also in knowing where to find the right expertise. This creates four customer categories that shape communication, engagement, and market positioning strategies.

1. Know Your Requirement, Know Where and Whom to Approach These customers clearly understand their needs and already know the right provider or solution source. Like a patient who knows both the medical condition and the appropriate doctor, they are highly informed and ready to act. Organizations compete mainly on credibility, trust, and differentiated value.

2. Know Your Requirement, Do Not Know Where and Whom to Approach These customers understand their need but are uncertain about the right source of support. Similar to a patient seeking treatment but unsure which doctor to consult, they rely on recommendations, guidance, and validation. Visibility, thought leadership, networks, and digital credibility are critical in influencing their decisions.

3. Do Not Know Your Requirement, Know Where and Whom to Approach These customers know that expertise is available but cannot clearly define their exact requirement. Like a patient visiting a hospital without knowing which specialist is needed, they depend on consultation and advisory support to identify and clarify their needs before making decisions.

4. Do Not Know Your Requirement, Do Not Know Where & Whom to Approach These customers neither recognize the problem nor know where to seek assistance. Comparable to a patient ignoring symptoms, they require education and awareness before demand can be created. Communication should focus on problem awareness, education, and storytelling.

Can you identify where you belong ? This framework highlights that there are different levels of customer awareness. And this varies according to the depth of the organization. Also, there is neither just one source nor only one destination for the right engagement approach for each stage of the discovery journey.