One jolt after another—commoditization of manufactured products, the onset of brand purpose, the varied breakage of norms by the pandemic—has left companies scrambling for customer retention strategies to help relationships that may have survived Covid or been created by it.
“The only thing is to provide an exceptional experience that will make customers choose you over the competition,” said Lior Arussy, author of Next Is Now a consultant on customer strategy to many leading companies. At our annual Leadership Conference last fall, he laid out a playbook one that’s just as essential for B2B manufacturers as it is for those who serve consumers directly.
Here are six ways to thrive in this world, Arussy said:
And finally, focus on inspiration. Companies boost expenditures on customer acquisition “when you’re desperate. When you’re an inspiration, you don’t need to spend that much. Customers stand in line for you.”
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