Program Overview

Participate in a strategic dialog with other thought leaders. Receive, discuss, and apply research for your business that meets your unique needs. Harness the best, proven concepts for your organization and your customers based on a unique body of knowledge shaped just for you. Create and execute a holistic customer strategy and deliver business results to you and your customers. Join the Customer Strategy Alliance.

Developing and implementing a comprehensive customer strategy is hard to do. There’s no standard approach, template, or even definition to rely on.

How do we define it?

A holistic approach to managing a firm’s most precious asset—its customers.

As with any asset, the principle is to invest in a way that creates value well beyond the investment you make.

Key to success is delivering value first to your customer’s business and then capitalizing on that to create value for your own business: via strategic partnership, competitive advantage, incremental revenue, and brand advocacy.

In the last decade, we have seen many organizations bring a chief customer officer into the organization to meet this need.
This is undeniably a good move but, at best, it’s only the first step. At worst, it’s a false promise. Signaling an intent to make the organization more customer-centric isn’t enough. CCOs must take the mantle directly and publicly from the CEO to manage exactly how the organization invests in its customers, what the results will be, and how the entire executive team has a role to play.

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What is the Customer Strategy Alliance?

The job of the Customer Strategy Alliance is to provide a framework for developing and executing a customer strategy that will deliver on the promise of a chief customer officer by working with the best CCOs in the world to share best practices and lessons learned. We will create a body of experience and knowhow that will set the gold standard for CCOs to enrich their customers and their own organization.

→ The alliance is a small group (starting with 5-6 and growing to no more than 12) of prominent chief customer officers and other customer strategy leaders who will collaborate to share experiences, lessons learned, best practices, and review highly relevant research.

→ The alliance meets face-to-face 1-2 times a year with intermittent virtual meetings as deemed necessary by the members.

Research will be conducted at the direction of the members and will cover a broad range of topics, including the newest CX trends, the evolution of the role of the CCO, and aspects of customer strategy such as customer acquisition, retention, engagement, ease of doing business, value, adoption, and brand advocacy. We will also look at enabling technologies to provide guidance on where platform investments should be made.

We will examine how CCOs, CMOs, CIOs, and the rest of an organization’s executive team do, and should, work together so that guidance can be provided on the ideal engagement model.

We will bring in outside experts (e.g., industry analysts, prominent consultants, economists, demographers, employee engagement visionaries, and other executives such as CIOs, CFOs, or CEOs) so that we benefit from other points of view and their guidance.

The alliance will also orchestrate advisory sessions with each member and with their staff as requested. Connections between members will be encouraged and facilitated as desired.

How the Group Interacts

Participate in a strategic dialog with other thought leaders. Receive, discuss, and apply research for your business that meets your unique needs. Harness the best, proven concepts for your organization and your customers based on a unique body of knowledge shaped just for you. Create and execute a holistic customer strategy and deliver business results to you and your customers. Join the Customer Strategy Alliance.
Developing and implementing a comprehensive customer strategy is hard to do. There’s no standard approach, template, or even definition to rely on.

How do we define it?

A holistic approach to managing a firm’s most precious asset—its customers.

As with any asset, the principle is to invest in a way that creates value well beyond the investment you make.

Key to success is delivering value first to your customer’s business and then capitalizing on that to create value for your own business: via strategic partnership, competitive advantage, incremental revenue, and brand advocacy.
In the last decade, we have seen many organizations bring a chief customer officer into the organization to meet this need.
This is undeniably a good move but, at best, it’s only the first step. At worst, it’s a false promise. Signaling an intent to make the organization more customer-centric isn’t enough. CCOs must take the mantle directly and publicly from the CEO to manage exactly how the organization invests in its customers, what the results will be, and how the entire executive team has a role to play.

What is the Customer Strategy Alliance?

The job of the Customer Strategy Alliance is to provide a framework for developing and executing a customer strategy that will deliver on the promise of a chief customer officer by working with the best CCOs in the world to share best practices and lessons learned. We will create a body of experience and knowhow that will set the gold standard for CCOs to enrich their customers and their own organization.

→ The alliance is a small group (starting with 5-6 and growing to no more than 12) of prominent chief customer officers and other customer strategy leaders who will collaborate to share experiences, lessons learned, best practices, and review highly relevant research.

→ The alliance meets face-to-face 1-2 times a year with intermittent virtual meetings as deemed necessary by the members.

Research will be conducted at the direction of the members and will cover a broad range of topics, including the newest CX trends, the evolution of the role of the CCO, and aspects of customer strategy such as customer acquisition, retention, engagement, ease of doing business, value, adoption, and brand advocacy. We will also look at enabling technologies to provide guidance on where platform investments should be made.

We will examine how CCOs, CMOs, CIOs, and the rest of an organization’s executive team do, and should, work together so that guidance can be provided on the ideal engagement model.

We will bring in outside experts (e.g., industry analysts, prominent consultants, economists, demographers, employee engagement visionaries, and other executives such as CIOs, CFOs, or CEOs) so that we benefit from other points of view and their guidance.

The alliance will also orchestrate advisory sessions with each member and with their staff as requested. Connections between members will be encouraged and facilitated as desired.

How the Group Interacts

The members will meet regularly to:

1) establish meaningful and actionable insights on key topics;

2) create customer-driven competitive advantage;

3) test & fine-tune new concepts.

To realize these objectives, members will have access to the best minds, ideas, and measurable results on customer strategy. We will provide a forum and content for the exclusive use of the alliance members and your staff—so that your organization can move at the speed of your customers and your ambitions.

We will take great care to avoid members’ direct competitors, enabling our discussions to be candid, detailed, productive, and non-threatening. Further, all members will be asked to follow strict rules of confidentiality.

Membership fee to be discussed at your convenience.

Program Elements

Interaction

  • Quarterly meetings, including some hosted by members in a rotation
  • → Calls and zoom conferences as requested
  • Quarterly 1:1s – to ensure we are focused on the right priorities
  • → Advisory sessions 1:1 as requested
  • Match making between members on key topics for sharing/deep dives
  • → Development/briefing sessions with members’ team
  • Ongoing new member nominations/recruitment—up to a maximum of 10-12 members
  • → Identification of research needs and review of findings

Meetings

  • Report out research results as a core element of each meeting
  • → Outside speakers – e.g., economists, political scientists, industry analysts, other topical experts
  • Tech reviews – based on what’s relevant for the members
  • → Member presentations – best practices and lessons learned
  • Group discussion on relevant topics
  • → Special guests – e.g., CFOs, CIOs, CEOs, CMOs, CDOs from member organizations

Deliverables

  • Knowledge base – best practices and lessons learned
  • → Frameworks and templates
  • Inventory of key tools/technology enablers
  • → Member-directed research
  • Topical thought pieces for members and their staff – bulletins
  • → Educational and development content for members’ teams
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