Customers
Customer Strategy Process
Brand strategy is an emotional partnership organizations have with 
everyone they touch – touchpoints. Touchpoints include people (employees), customers, suppliers, end users, prospects, etc. A brand strategy is long-term and employs policies, tools and processes to build, maintain, measure and refresh a brand’s equity, thereby optimizing its value.
A 6-step process achieves an effective Customer Strategy with brand and message positioning:
- Assess current situation
- Determine internal touchpoints
- Prioritize customers
- Evaluate research needs, objectives & budgets
- Conduct research
- Develop action plan(s)
AL²ASM for Customers
The 6-step Customer Strategy process should be repeated and reviewed – creating an effective action plan. AL²A for Customers, a new process, helps create action plans and align your organization with your customers’ specific needs.
AL²A (Ask, Listen, Learn & Act) provides a better venue for:
- Being proactive with key customers
- Combining both qualitative and quantitative research
- Prioritizing customers
- Involving internal touchpoints
AL²A drives growth and performance goals, as well as brand and message strategy. The results are incorporated into the overall organizational strategy, which drives the Main Objective.
Bookend Strategy
Beginning with an assessment of your people’s perceptions
and ending with your customers’ perceptions, AL²A provides you with the before and after of strategy. Imagine, for example, if you had never considered how to form your strategy. As more minds think better than few, you would certainly want to ask some people, possibly those within and outside your organization.
“The newly created AL²A process is an innovative perspective and great approach to get customers engaged in the very process used to serve them.”