Coursework
The same product is received differently when customers and markets change. Studying market research, culture, customer value and communication made it clearer that understanding the customer must come before designing a service.
What I learned
Customers in different markets value different things, and the same message can land differently depending on culture and context. What you offer, and to whom and how you deliver it, are both part of planning.
Application to banking and finance
A first-time banking customer, a small-business owner and a corporate treasury team will have different questions about the same financial service. I will segment customers, identify what information each group needs first, and find the wording that is easiest to understand. I want to build services that start from the order customers ask questions, not the order the company wants to explain.
Original documents (in Korean)
Open a topic to browse the handwritten source notes and English page summaries.
Study notes in Korean covering: Understanding markets through research, Cultural differences and adaptation, B2B vs. consumer value, Choosing communication methods.
Knowing the customer and market comes first. Judging which sources are reliable matters more than collecting many.
Never assume a service or message works unchanged in a new environment. Consider customers' lifestyles and context.
Consumers and business buyers see different value in the same product, so the value proposition must fit the customer type.