Curtis on…The Rise of Customer Strategy
Curtis talks about the need for a specific customer strategy so that businesses don't just acquire any customers, but rather the right customers.
Transcript for Curtis on…The Rise of Customer Strategy
A customer strategy is something that many organizations are starting to recognize that they need, in addition to all of the other strategies. We have a marketing strategy, we have a product strategy, we have an innovation strategy, we have an operational strategy. In many companies, there is not a specific customer strategy, and so, the customers are sometimes acquired in a catch-as-catch-can manner. Sometimes any customer is a good customer and any revenue is good revenue.
A customer strategy examines who are the most valuable and profitable customers; who are those customers that are going to help us acquire more customers that are going to be valuable and helpful for our brand.