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Customer Strategy

Strategic choices grounded in customer value needs

Organisations are becoming more complex, because technology is multiplying customer interactions at the same time as market maturity and globalisation are driving up standards and customer expectations. More than ever strategy development must focus on customer segment needs and profitability, and everybody must be organised around a shared customer agenda.

People buy a product or use a service to help them get a job done. Understanding customers’ ‘job to be done’ reveals  opportunities to improve the current value proposition, and untapped ways of creating more value for customers and the organisation. We can help make evidence based choices about segment needs, what customer value proposition to pursue, pricing, how best to allocate resources, and how to optimise value for customers, employees and shareholders.

London with dolphin designs on lamp posts and Houses of Parliament