Strategy should not be created as though it exists in a vacuum. It is all too often that strategists create and implement seemingly brilliant strategies that fail to include the most important element, the customer!
Customer strategy integration can drive a firm’s objectives…when we’re looking at customer strategy integration, we’re looking at “having customers on our side” by maintaining their trust and loyalty. It is amazing that however much this concept may seem like common planning sense, there are so many companies that often just simply fail to plan. How does the cliché go, “It’s not that anyone ever plans to fail, they just fail to plan!” Conducting customer research is one of the fundamental strategy tools used to integrate the customer into your organization’s strategy.
Source: Nykamp, M. (2002). Check Your Alignment: www.directmag.com