The role of Customer Strategy
Brands are often surprised when a well-designed corporate strategy does not result in a consistent and effective customer experience. In our experience, this is usually caused because the teams that are responsible for implementing the customer experience are all interpreting the corporate strategy independently.
After the fact, it all seems obvious: marketing and sales don't have a great relationship, the digital experience is run by IT, the proposition team are doing their own thing, and nobody remembers to talk to customer service. With a fragmented Customer Function, strategy and execution will always suffer from a disconnect.
This is the gap that a Customer Strategy fills. Regardless of whether you have established an integrated Customer Function yet, you can protect your corporate strategy investment by adding a layer that defines:
- The role that the customer plays in the business (e.g. valued partner, source of insight, or monetisable drone 😟);
- The rules and principles that guide the target customer experience;
- The expected contribution that each team will make towards delivering the corporate strategy; and
- How those teams are expected to work together (including sequence and precedence: whose work will inform other team's planning).
Building an effective Customer Strategy
At Veriteer we have a proven framework for quickly building effective Customer Strategies for brands of all sizes. Not only that, but we can equip brand teams with the tools and approaches required to maintain and refresh their Customer Strategies over time...maintaining alignment with changes in broader strategic direction, organisational structure, etc.
Contact us to learn more, and start your journey towards a more coherent and effective customer experience.
