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10 Principles of Customer Strategy (2010)
10 Principles of Customer Strategy (2010)
10 Principles of Customer Strategy (2010)
Principles of Customer Strategy Summary | Thomas Ripsam and Louis Bouquet
Psico Vzla English
Article
10 Principles of Customer
Finding and keeping customers takes
Strategy more than great products. It takes a
Thomas Ripsam and Louis Bouquet
well-planned customer strategy.
strategy+business, 2016
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Rating Recommendation
7
8 Applicability What do customers want? Simply identifying a group of consumers and crafting a
welldesigned product for those consumers isn’t enough. Consumers today want
6 Innovation
more than product; they want companies to offer them unique experiences. To do
7 Style this, businesses must have a comprehensive customer strategy in place. Strategy
experts Thomas Ripsam and Louis Bouquet break down 10 principles of a winning
customer strategy, offering case studies and tips to help organizations craft their
own executable plans. getAbstract recommends this article to business leaders
and sales and marketing strategists.
Take-Aways
• Experiment with technologies your customers may find helpful. Gather
information about them and use that information to help guide business
decisions.
• Make sure your company identity coincides with your customer strategy.
Pursue customers you feel confident will appreciate your offerings.
• Nurture your longterm customer relationships, and look for opportunities
to use your supply chain as an outlet to attract new customers.
• Integrate all customer channels, and ensure each channel offers the same
experience. Make sure the physical delivery of your product or service is
flawless.
• Your organization’s structure should facilitate the experience you wish to
offer your customers. Your corporate culture should match your customer
strategy.
Summary
To provide your customers with value and a unique experience, follow
10 principles:
1. “Master the art of the possible” – Take inspiration from innovators like
Uber and offer your customers helpful technologies before they ask for
“A customer strategy…is them. As Uber’s rideshare app shows, what is experimental today may prove
the ar tic u la tion of the
to be a musthave in the near future.
https://www.getabstract.com/en/summary/strategy/10principlesofcustomerstrategy/28314?st=LIST&si=1 1/2
19/11/2016 10 Principles of Customer Strategy Summary | Thomas Ripsam and Louis Bouquet
distinctive value and 2. “Know your customers at a granular level” – To determine your
experience your customers’ most significant wants and needs, gather information on them
company will deliver to from a number of different sources, including social media.
a chosen set of
customers over three to 3. “Link your company’s customer strategy to its overall identity” –
five years, along with Ensure that all aspects of your firm coalesce into a unique personality. For
the offerings, channels, example, Apple’s identity coincides with the “sense of superiority” its
operating model and ca products engender in its customer base.
pa bil i ties you will need.” 4. “Target customers with whom you have the ‘right to win’” – Rather
than pursuing all possible customers, focus your energies on those
consumers you feel confident will appreciate what you have to offer. Trader
Joe’s, for example, pursues healthconscious food shoppers on a budget.
5. “Treat your customers as assets that will grow in value” – Top
companies nurture their longterm customer relationships by working to
fulfill their everchanging needs.
6. “Leverage your ecosystem” – Your supply chain should serve as an
outlet to attract customers. Additionally, cultivate “brand ambassadors” to
promote your brand in both formal and informal settings.
“Your or ga ni za tion 7. “Ensure a seamless omnichannel experience” – Apparel brand
should be ‘fit for your Bonobos, for example, uses physical “guideshops” to facilitate online
customer’: That is to say, purchases.
it should be designed to 8. “Excel at delivery” – Amazon has raised the bar for product delivery; you
make it easy to deliver a must, likewise, prioritize the delivery experience.
great customer
experience.” 9. “Reorganize around the customer” – As needed, reorganize your
business, including new policies, teams and shifting roles. Build employee
skills to serve the experience you wish to offer your customers.
10. “Match your culture with your customer strategy” – Recognize the
importance of creating, modeling and encouraging cultural behaviors that
best serve your customers.
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