Customer-driven Strategy
Customer-driven strategy is an essential business philosophy that all organisations should embrace. The concept provides a detailed summary of the key elements of customer-driven strategy and offers critical implementation advice and success factors.
Technique Overview
Customer-driven Strategy Definition
“Customer-driven strategy is concerned with meeting the needs of the organisation’s actual and potential customers and, as a result, delivering the objectives of the organisation, such as profit or service in a public service organisation. The customer-driven concept argues that only by attracting and retaining customers will long-term profits be obtained” (Lynch, 2006, p. 160).
Customer-driven Strategy Description *
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Business Evidence
Strengths, weaknesses and examples of Customer-driven Strategy *
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Business Application
Implementation, success factors and measures of Customer-driven Strategy *
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Professional Tools
Customer-driven Strategy videos and downloads *
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Further Reading
Customer-driven Strategy web and print resources *
Customer-driven Strategy references (4 of up to 20) *
- Barnes, J. G. (2006) Build Your Customer Strategy, Barnes Marketing Associates, New Jersey.
- Hagel, J. (2012) How Finding “Exceptions” Can Jump Start Your Social Initiative, MIT Sloan Management Review, September, 5.
- Holston, D. (2011) The Strategic Designer, HOW Books, Ohio.
- Kotler, P., Keller, K. L., Brady, M., Goodman, M. and Hansen, T. (2009) Marketing Management, Pearson Education, Essex, UK.
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