Clients strategy” is a big tent. A clients strategy might inform distribution, supplier, innovation, selling, marketing, or research activities. A client strategy might inform acquisition or partnership decisions.
Such generalizations can lead to a lack of focus: If everything is broadly about the customer, what is really about the customer? To maintain a rigorous customer focus, then, organizations must specify what a customer strategy means to them. Frost & Sullivan defines the term as the process of increasing revenue by better understanding, anticipating, and responding to customers’ changing needs.
Admittedly, though, it is one thing to define customer strategy as the process of understanding and responding to customer needs. It is quite another to turn this definition into action, and to see a positive return on those action
Such generalizations can lead to a lack of focus: If everything is broadly about the customer, what is really about the customer? To maintain a rigorous customer focus, then, organizations must specify what a customer strategy means to them. Frost & Sullivan defines the term as the process of increasing revenue by better understanding, anticipating, and responding to customers’ changing needs.
Admittedly, though, it is one thing to define customer strategy as the process of understanding and responding to customer needs. It is quite another to turn this definition into action, and to see a positive return on those actions.
