Our approach to customer and pricing analysis is always both ‘outside-in’ (i.e. driven by new primary research on customers and competitors) and highly analytic, involving careful segmentation and impact modeling of any proposed changes. We also usually implement with a targeted test and learn process, allowing adjustments and refinements before roll-out.

Customer and Pricing Analysis

Growth strategies and operational improvement efforts almost always start with a clear outside-in perspective on customer needs. Their needs (met and unmet) and desires (stated and unstated) should drive the business decisions. We have significant experience in customer and pricing work for large and small B2B and B2C enterprises.


  • Customer research, both qualitative and quantitative, that can uncover the changing dynamics in the market place and help reveal the best steps forward. We have conducted thousands of senior level interviews and hundreds of internet surveys.

  • Customer segmentation, assisting in understanding the major differences between customer groups and drivers of their needs. Correctly prioritizing customer segments and refining targeted go to market approaches can significantly improve share and profitability.

  • Improving the overall customer experience, taking into account the impact of all processes and ‘moments of truth’ from sale to billing and claims.

  • Sales force effectiveness, with work for small and global companies (any many in between) ranging from sales strategy, sales force management, account targeting, sales and customer service organizational design, sales tracking systems, and incentive compensation systems.

  • Loyalty program design and implementation both for airlines and in other (e.g. retail) industries, including strategy, customer targeting, developing partnerships, setting earn and burn features, and data usage for CRM systems, etc.