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How to connect with your customer: customer strategy & disruption

Customer strategy is the process of increasing revenue by better understanding, anticipating and responding to customers’ changing needs. Implementing customer strategy almost always has a disruptive effect on the business, and – when successful – on entire markets.


A lot of companies want to be like Airbnb: a disruptive force born from a deceptively simple idea that upends the market and lays waste to competition. However, despite rising innovation spending, only a handful ever reach that status. The reason? Their (lack of) customer strategy.


Too often, companies are completely preoccupied with either their products or their internal processes. Instead, they should focus on what Harvard Business School professor Clayton Christensen calls ‘the job to be done’: what are your customers hoping to accomplish when they appeal to your services or products?

Company looking for a job


For example: Apple isn’t really in the business of selling laptops or smartphones, but of making connections, sharing content or apps and unlocking your creative or professional potential. And the most successful breweries aren’t just selling drinks either: they’re selling great experiences.

The drinks just function as a catalyst for social experiences in which people come together in connect. In this way, the ‘jobs to be done’ theory provides a powerful tool that companies can use to stave off competition. Identifying this ‘job to be done’ is no easy feat.

In the age of big data, many marketers and product developers tend to focus only on customer profiles and correlations, and not enough on what customers are trying to achieve in a specific circumstance.

The problem is not that there isn’t enough data – far from it – but that it doesn’t have the required quality level. This means companies need to talk to customers and non-customers alike to identify specific needs in their markets that have not been met to this day.

Transcender la routine

Mais soyons réalistes : nombre d'entreprises n'ont ni le temps ni les moyens de définir une stratégie client claire. Elles passent trop de temps à mettre à jour leurs e-shops, à développer et à produire de nouveaux produits et à les faire parvenir jusqu'au client de manière aussi efficace que possible pour réfléchir réellement au "besoin" qui est à l'origine de tout cela.

Comment les entreprises peuvent-elles dépasser cette routine ? Le prérequis le plus important est la "conscience critique" : il faut qu'un groupe de personnes influentes au sein de l'organisation soient disposées à voir les choses du point de vue des clients – et au-delà. Que veulent réellement vos clients et prospects ? La clé consiste à développer une "empathie extrême" pour le client, qui guidera tous vos processus et prises de décisions.

Une puissante boucle de rétroaction

Alors, les entreprises telles qu'Airbnb ou Ubert ont-elles réalisé des études de marché approfondies et élaboré un plan impeccable avant de se lancer ? Bien sûr que non ! Les éléments essentiels d'une stratégie client efficace sont le feedback continu et l'adaptation du positionnement. Une fois que votre idée est clairement définie, commencez à expérimenter. Prenez note des effets de votre stratégie sur les situations réelles. Identifiez ce qui fonctionne et ce qui ne fonctionne pas. En bref : utilisez vos données pour valider ou rejeter votre hypothèse de départ

Cet apprentissage en "double boucle" est utilisé par les entreprises orientées données : elles collectent des données et réalimentent leur stratégie client grâce à celles-ci afin d'ajuster leur vision, leurs valeurs et leurs hypothèses.

Your product or service isn’t necessarily what your customers need right now

How we can help you?

  • Create awareness through workshops, business games and quick scans
  • Define improvement programs and offer vision, strategy and roadmaps
  • Support deep learning and advanced customer analytics
  • Execute transformation at your company
  • Build your business process architecture, monitor it, and train your people

Why choose delaware?

  • We offer a structured approach
  • We offer end-to-end solutions
  • We collaborate closely with your team
  • We have 15 years of experience in business transformation in numerous industries