truth-customer.leadership - Customer Strategy

Customer strategy ensures that the customer is placed at the forefront of everything and everyone in your business – from board strategy, to front line sales assistants, thus driving increased organisational benefits.

Following a customer strategy draws on customer intelligence to influence all business decisions. Truth specialises in Customer Centricity and has proven the positive effects of a focused customer approach.

“Woolworths has, over the past couple of years truly moved to be a customer led organisation.

Amanda Cromhout's work at Woolworths has helped us make this shift from a product centric retailer to customer centric. This meant we have driven better trading results through customer analytics- led marketing. Amanda set out the road map for us at board & strategy level.

Her customer led strategy process fundamentally challenged and added to our traditional merchandise based thinking.” Simon Susman, CEO Woolworths, South Africa

“Discovery Phase” where Truth analyses a company’s current Customer approach and proposes the strategic roadmap to Customer Centricity.

“Customer Strategic Positioning” where Truth positions the company i) within the South African market place (or other home market place), ii) within the company’s target audience and iii) a deeper understanding of its own internal customers.

“Customer segmentation modelling” where Truth proposes and drives loyalty segmentation (recency, frequency, value) and lifestyle segmentations.

“Customer Journey and Plan” where Truth identifies the main areas of the business and how Customer intelligence and application can enhance decisions and improve results: i.e board strategy, business unit strategy, marketing, etc.

"By putting the customer at the heart of our strategy, we can see the results",
Brett Kaplan, Woolworths Group Director Buying: Clothing & GM

“Marketing Implementation” where Truth enhances the traditional CRM applications and all elements of the marketing mix. Truth shows how to use Customer intelligence to optimise results in direct marketing (and tools such as predictive modelling), loyalty programme design and implementation and using Customer thinking to drive stronger results for traditional above the line marketing.

“Beyond-marketing” where Truth applies customer intelligence to gain insights, strategic direction and operational improvements for product and operational areas of the business.

“Customer Centricity Culture” where Truth outlines solutions and approaches for the most challenging area of change: Cultural shift to Customer

A customer is the most important visitor on our premises.

He is not dependent on us. We are dependent on him.

He is not an interruption on our work. He is the purpose of it.

He is not an outsider on our business. He is part of it.

We are not doing him a favour by serving him.

He is doing us a favour by giving us an opportunity to do so.

Mahatma Gandhi


	See how you score in our online customer questionnaire