2 Communicating with your customers

The relationship with the customer is central to the operation of most enterprises. These are the people whose decision to engage with your product or service will provide the revenue to support the business.

In this section you will be considering the following questions:

• Who are your customers?

• How well do you know your customers?

• How might you get to know your customers better?

• Where are your customers located? Are they local or spread out?

• What media do your customers engage with and what media engages their their interest?

• How are you going to communicate with your customers? What kinds of messages will you use? What is the nature of your conversation?

As you work through the activities in this section we’d like you to think about the nature of the audience for a new product, where they are, and how you will communicate with them in relation to the media you choose to use.