From the course: Developing a Competitive Strategy
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Deep customer alignment
From the course: Developing a Competitive Strategy
Deep customer alignment
- I have not yet come across even one manager who does not say, at least publicly, that the customer is king and that the business lives or dies depending on whether or not customers are happy. Lip service aside, however, very few companies actually make conscious efforts at deep customer alignment. By customer alignment I mean matching what you sell and deliver with what the customer really needs and wants. If a company can figure out how to achieve deeper customer alignment without too big an increase in the price that the customer has to pay, then it can achieve sizeable onstage competitive advantage. What's the difference between shallow versus deep customer alignment? Take the case of a sales rep, let's call him Harry Warner, who visits many different customers during the day. Harry is always polite, has built a good database containing the names of each customer's children and their favorite hobbies. When Harry visits a particular customer, say John Smith, he remembers to ask…
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