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Customer Vision and Strategy.

Part of the CX Centric Customer Centricity Maturity Model

WHAT IS CUSTOMER VISION AND STRATEGY?

Customer-centric organizations have a clear picture of the target experience they intend to offer their customers. Customer strategy encompasses the means by which an organization aligns itself with its most profitable customer segments and maximizes the profitable value it delivers. It cuts across functional boundaries and examines customer needs and behaviors holistically across all touchpoints. There must be a clear path to lead your organization to be able to deliver the Customer Experience Vision which has been set out.

WHY IS CUSTOMER VISION AND STRATEGY IMPORTANT?

A Customer Vision and Strategy is of limelight importance to an organization because of the following reasons:

  • Creates a clear direction for all employees
  • Used to differentiate the brand, creating a sustainable competitive advantage
  • Attracts commitment and increases employee motivation
  • Establishes a standard of excellence
  • Helps determine and inform performance standards

TRAINING OFFER

Interested in Training on Customer Experience?

We have a strong selection of workshops available to support you and your team.

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Three Dimensions of Customer Vision And Strategy

clarity of vision and purpose

CLARITY OF VISION AND PURPOSE

A clear picture of the target experience that your organization aspires to offer. A north star for every team member, which helps set a clear direction.

translate and excite

TRANSLATE AND EXCITE

The intended Customer Experience must be translated into something that each department can understand. And it must be something that will motivate your colleagues.

agreed roadmap

AGREED ROADMAP

A clear path for your organization to move from its current position to a new state, which supports and delivers your Customer Vision.

LEARN ABOUT 
CONTINUOUS LEARNING AND IMPROVEMENT
LEARN ABOUT  CUSTOMER-CENTRIC LEADERSHIP

REFERENCES

  • Bingham, C. N. (2009). The secret weapon in building customer strategy: The chief customer officer. Business Strategy Series, 10(4), 183-192.
  • CM group promotes David Fox to chief customer officer: Fox continues to deliver a strategic vision for customer support and experience across brands. (2021, Apr 27).
  • Computer, E. (2016). How to create a compelling customer experience vision.
  • Cook, S. (2008). Chapter 02: How managers need to drive and support a service strategy (5th ed. ed.). London: Kogan Page Ltd.
  • Rand, S. (2019, Sep 22). Making customer's vision A reality top leader, small employer: Pete Rappoccio.
  • Gordon, Ian. Managing the New Customer Relationship: Strategies to Engage the Social Customer and Build Lasting Value, John Wiley & Sons, Incorporated, 2013.
  • Moin, D. (2004). AUTOMATING THE SALES FLOOR: THE VISION IS TO IMPROVE CUSTOMER SERVICE BY ADDING TECHNOLOGY INSTEAD OF PEOPLE. Wwd, 187(100), 14.

Want to take the CX Centric Customer Centricity Maturity Assessment?

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