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Does Every Company Need a Customer Strategy?
An article titled, Does every company need a customer strategy?, co-authored by Don Peppers and Martha Rogers, helps the manager understand that any one firm can not be all things to all customers. Not every enterprise considers a customer focus part of its core competency, but that does not decree that such enterprises can not benefit from a customer strategy. The fact remains that every customer generally wants three things from businesses:
- A great product,
- Good value for the price, and
- Good service.
The authors have simply identified the basic essentials that customers want. Completing a needs analysis of their target customers will help drive the operational strategy of the business.
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