In developing a successful customer strategy, you must provide answers to questions such as these: Who are our customers? Which of their needs can we address? Given our company’s overall value proposition and strategy, what customer experience should we create? What capabilities do we need in order to deliver that experience? How should we organize ourselves accordingly, and what aspects of our culture can help us?
A well-designed customer strategy will coordinate many different functions, skills, and practices. For example, it should encompass data analytics; go-to-market and channel choices; and the delivery of products, services, and experiences.Ten principles are at the heart of any effective customer strategy. These principles are universally applicable, regardless of what industry a company operates in, whether it focuses on a business or consumer clientele, where it does business, or what products and services it offers. Based on long-standing practice and observation — along with our survey and interviews with key players in eight industries — these principles show how companies can position themselves for customer success. Read the rest at strategy+business.