In the CDPa’s first year, the majority of our work focused on making the case for customer-centricity and how to use thought leadership to bring on board executives and decision makers with the authority to implement new programs. In the coming year, we plan to create new materials for the practitioner as well — those who are held accountable for increasing revenues through marketing, sales, or product development, and who hope to make their processes more customer-centric. Their job responsibilities may range from creative marketing to media buying to store operations, but their work is united by the drive to deliver stronger and more compelling customer experiences.
Our new playbook drills down on one of the central tenets of customer-centricity: identifying an organization’s most valuable customers and placing them at the center of business strategy. In “Putting High Value Customers at the Center,” we move past the why of customer-centricity, and focus on the how.
By offering practitioners key definitions, tools, and strategies, our hope is to help them understand the current state of their operations and to move their organization forward. We also share useful, and practical advice on how to overcome some of the trickiest aspects of a customer-centric transformation, including budget limits, change management, and measuring success.