Question

Customer strategy" is:

a. the capability of matching customers and messaging in any medium, whether traditional or digital
b. creating customer campaigns that win market share
c. finding customers for the products a company produces
d. creating customer value by increasing the value of the customer base

Answer 1

A 'Customer strategy' broadly focuses on creating customer value and can include product differentiation and effective campaign strategies to enhance the perceived value and long-term relationship with the customer base.

Step-by-step explanation:

“Customer strategy” is an approach that encompasses several activities within a business related to creating and increasing customer value. Broadly, it could involve product differentiation, which refers to any action that firms take to make consumers perceive their products as different from those of their competitors. A strong customer strategy may also include targeting messages effectively, developing comprehensive campaign strategies, and understanding the importance of the customer as the entity that ultimately pays for and consumes the product.

The most accurate definition among the options provided would be 'd. creating customer value by increasing the value of the customer base' because it focuses on the long-term relationship between a business and its customers and looks beyond just initial sales to the overall value that customers bring over time.