Customer‐centered moves can yield quick gains

Abstract

Purpose

Looks at why traditional growth tactics have become less effective and why it is necessary to balance short term moves with new business building. Looks at understanding customer priorities.

Findings

Managers can take three distinct actions to generate quick gains in revenue and profits: de‐average and re‐segment the customer base, replicate the best customer relationships, and evolve the product offer into a system or value‐added solutions offer.

Practical implications

Provides managers with guidelines for growth action plans.

Originality/value

Of particular interest to strategic planners, CEOs, senior executives.

Citation

Wise, R. and Rothschild, P. (2005), "Customer‐centered moves can yield quick gains", Journal of Business Strategy, Vol. 26 No. 2, pp. 9-10. https://doi.org/10.1108/02756660510586283