I just read one of the many informational email newsletters I subscribe to (in the vain attempt to keep up with what’s new and useful) - and was struck by the “negative” title: “What customer strategy is not”.
While that statement is certainly poorly worded, what bothered me more was that it really did only give a list of “It’s not just...” That list happened to be a number of discreet tactics, like ‘personalized email’ or ‘new sales training’ or the big buzz phrase ‘(audience) segmentation’. And instead of identifying these list items as TACTICS, the writer asked for submissions of definitions of good customer strategy.
HINT: Good customer strategy would be something that applies to your business, your products/services and the PEOPLE (also referred to as CLIENTS or CUSTOMERS) who need them. It falls on everyone’s shoulders, far beyond marketing or tools like CRM. It might seem impossible, but companies have been able to develop customer strategies and build enormously successful businesses ages before there was any such thing as CRM databases or the social media.
Historical reference: the Dutch developed a strategy in 1602 to gain control of the lucrative spice trade, which involved forming the Dutch East India Company (the Vereenigde Oost-Indische Compagnie, VOC), an association of merchants meant to reduce competition, share risk and realise economies of scale. This gave them control over a market that was highly desirable, and guaranteed a great relationship with their customers - since they could provide what was wanted and valued. Shocking - I know.
It’s not uncommon for organizations to mix up strategy and tactics. I recall painful sessions of business planning at one company where it was very difficult to get across the idea that what was needed was a better overall customer relationship strategy, which included communications and an efficient means to deliver them. That of course required an updated CRM database, a DB manager, email templates, editorial schedule of content and many other tactics that all had to be planned and executed. But they were only a means to an end: customer loyalty and retention = business (sales).
Seems a little obvious, doesn’t it?
--Donna
(Originally published in 2008 - and still relevant)
Image source: Illustration from the catalougue of P.Cos printed in 1637 in the Netherlands. Available online at library.wur.nl from Wageningen Digital Library. Use permitted with acknowledgement.
Donna Lehman
