Customer-Driven Strategies: Everybody’s Game

By Donna J. Bear

Customers have long been considered one of an organization’s primary stakeholders, but their ever-growing presence in corporate strategic plans is elevating their visibility beyond the sales and marketing functions. In a growing number of companies, customers have a starring role in the goals of all employees.

A survey of 555 executives from 68 countries presented in the Economist Intelligence Unit’s CEO Briefing (2006) found that the most important strategic priorities for driving revenue growth over the next three years are acquiring new customers (58%), building closer relationships with existing customers (51%) and developing new products and services (48%). The question is how companies can best align their organizations to achieve these three customer-driven strategic goals.

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