Consulting Insights

Untangling Customer-Centricity: What is a “Customer Strategy” and Why Do It?

Your customer strategy must be crafted in the context of the broader business. This means segmenting customers based on dimensions that drive desired business outcomes, whether that be growth of total enterprise sales, sales within a population, or sales within a category. 

Once you understand your customer segments, you need to work closely with cross-functional stakeholders to design marketing and contact strategies that best serve the needs of your priority customers. Creating this action-oriented customer strategy can serve as a change management tool, grounding functional teams and channels around common, measurable growth goals.

Here is a starting point for how to create a customer-centric media strategy: 

Do you know who your most valuable customers are? Do you know when, how, or where to talk to them? Do you have a plan to measure the success of these efforts? If you can’t answer these questions, it’s time to start working through the steps we’ve identified above to create an end-to-end customer-centric strategy for your business.

Ovative is a digital-first media and measurement firm seeking to transform the measure of marketing success. At Ovative, we help brands move the needle. We are curious. We value your brand. We want to see you succeed. Connect with us to learn more!

Julia Marks

Manager, Business Development & Marketing

About the Author

Julia is a Manager on the Business Development & Marketing team at Ovative. She comes to the sales side of the team with four years of delivery experience driving customer and marketing strategy, segmentation and insights, and competitive intelligence work. Julia has experience across a variety of verticals, including retail, luxury fashion, healthcare, automotive, grocery, and durables.

More Consulting Insights

Healthcare Marketing

How Healthcare Marketers Win: Digital Opportunities in Response to COVID-19

As consumers embrace digital-first services, healthcare marketers must create seamless, digital experiences to reach both new and existing members... Read More »

Grant Griebenow

Director, Strategy Consulting

Customer Engagement

Customer Centricity as a Competitive Advantage

In order to stay relevant in 2020, brands must be creative when thinking about new and different ways to... Listen Now »

Grant Griebenow

Director, Strategy Consulting


Category Focus vs. Customer Focus: Why Focusing on the Customer Can Drive Growth

Growth is hard to find in today’s retail environment. Leaders of major retail organizations are quite familiar with the... Read More »

Kate Bante

Senior Director, Strategy Consulting

accent bar