Henrik Anderson & Thomas Ritter 
Inside the Customer Universe 
How to Build Unique Customer Insight for Profitable Growth and Market Leadership

Inside the Customer Universe reveals how an organization can become
ahead of the game by focusing a its strategy on predicting customer
needs rather than following them. This book provides a unique
contribution to the field of customer management with a departure
from current practice towards understanding customers as
‘multi-individuals’ and hence solving current confusions
surrounding customer behaviour.

Inside the Customer Universe’s easy to implement tools, models and
strategies provide the reader with the ability to create stable and
sustainable customer understanding and, therefore, sustainable
business growth.

‘CUBEical Thinking is a great concept for developing business and
the concept of customer types is intriguing as it provides great
insights into the drivers behind true customer loyalty.’

Niels Henrik Hansen, Director SAS Corporate Sales, Scandinavian
Airlines, Denmark

‘CUBEical Thinking has given us the platform for developing an
effective sales and key account management organization which has
delivered significant top and bottom line results based on targeted
up and cross sales.’

Henrik Hubner, Vice President Sales, Sanist?l

‘CUBEical Thinking has provided us with great customer insights on
which we are benefiting in our daily operations and it has helped
our organization focus activities and resources.’

Carsten Hetling, Nordic Marketing Manager, Zyxel Communications

Table of Content

Contents

Preface

1 The quick guide to Customer Universe Based Execution

PART I Discovering the Customer Universe

2 The executive challenge of driving EBITDA growth

3 The challenges of current segmentation models

4 Identifying customer types – inside the customer’s
mind

5 Identifying roles and scenes – inside situations and
occasions

6 CUBEical segmentation – the platform for achieving
market leadership

PART II Activating the Customer Universe

7 CUBEical strategy – where and how to compete

8 CUBEical implementation – how to set the agenda

PART III Living the Customer Universe

9 CUBEical thinking – how does it link to other
frameworks

10 The fast moving consumer goods universe

11 The key account management universe

12 The mergers and acquisitions universe

Epilog

Glossary

Index

About the author

Henrik Andersen is Director of Andersen & Partners
Management Consulting, Denmark, a company he founded in 2002 that
specialises in strategic planning, CRM and customer segmentation.
Prior to this he was a Partner at Pricewaterhouse Coopers where he
was the main author of the Pw C CRM Handbook. His near 20
years experience in the global consultancy industry provides Henrik
with a broad experience in the field of strategic planning,
organizational and cultural change, BPR, CRM, and customer
segmentation across a range of different industries and
organizations. He is a regular presenter at seminars and
conferences in Denmark and abroad and is often interviewed by the
press as an expert on CRM.

Thomas Ritter is a Professor at the Copenhagen Business
School and Research Director at the Center for Business Marketing
and Purchasing. He has published extensively in high profile
academic journals and has contributed to various books and
presented countless papers at academic conferences around the
world. He has extensive industry experience through consulting and
training firms of all sizes and from a wide range of industries
across Europe in market strategy, marketing and sales management
and value creation through customer relationships.