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    5 Principles to Create Customer Experiences That Count

    Nov 02, 2016 4 minutes
    BY MOHAMMED AREFF
    A customer strategy goes further. It is the delivery of distinguishing value and experience to a chosen set of customers, along with the offerings, channels, operating model and technology you will need.

    After losing a few deals to a rival, the CEO of a technology solutions company turned to his leadership team to ask what was going wrong. “Our products lack key features”, sales replied. “The sales team doesn’t have the right relationships”, marketing responded. “Our offerings are too expensive”, finance explained. None of these answers seemed exact. The products were developed in the most cost effective way, had high ratings from analysts, and included new features that people raved about. So the CEO finally called his customer and bluntly asked: “Why did you give

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