Other articles in this series

How do you become a better customer strategist?- Part 3

Written by Alistair Gordon And Dominic Johnson 24 Sep 2021

You should regularly conduct trend analysis and develop scenario plans to anticipate emerging needs, issues and opportunities.

One popular framework you can utilise to conduct these analyses is the PEST framework:

  • POLITICAL. What kind of developments are emerging in the regulatory arena and what implications might these have for your function, organisation, industry and customers?

  • SOCIOLOGICAL. What trends are emerging in societal or workforce demographics? What are the implications for your function, organisation, industry and customers?

  • ENVIRONMENTAL. As the world becomes more concerned with climate change, what implications might this have for your function, organisation, industry and customers?

  • TECHNOLOGICAL. What technological innovations are emerging? What implications might these have for your function, organisation, industry and customers?

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