You Really Do Need a Customer Strategy


Organizations of all sizes and across all industries are under pressure to further digitize and improve their customers’ experience. Unifying the customer experience across channels is a rallying cry against threats from competitors who are faster and more innovative.

Developing new strategies is further complicated by confusing and conflicting concepts such as CustomerExperience, Customer Success, Customer Focus, and Customer Centricity. Long-term growth, new markets, product innovation, and enduring competitive advantage can be attained through creating a common approach to customer acquisition, retention, engagement, value realization, and brand advocacy. This requires engagement of the entire executive suite and careful orchestration. Without this broad view, tactical improvements can be made. But that isn’t enough to survive, and then thrive and lead in our increasingly complicated world.

Establishing the need for a comprehensive Customer Strategy is the first step toward customer-oriented transformation.

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Voice of the Customer: What’s Next

Even the most robust Voice of the Customer programs often lack the sophistication needed to consolidate and analyze customer input for a cohesive company-wide view. Worse yet, we see that most companies build programs that fail to apply this feedback as the impetus for transformation.

Evaluating CX Strategies

Under the best of circumstances, I’m a bit of a grinch but this has been an undeniably brutal year for humans and Earth. That said, there are things I feel good about as we slide into the last days of 2021. My family is healthy, business has been great, and I have encountered remarkable leaders and innovation that are truly furthering the state of CX. Yes, CX is that important. It affects everyone of us as consumers, patients, students, caregivers, citizens, professionals, customers, parents, and friends.

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