Today's growth strategy focuses on nurturing and learning from customer relationships. This article explores customer-led growth, business ecosystems, loyalty programs, and new business models like XaaS (Everything-as-a-Service). Discover why these themes are vital for businesses aiming to excel in an era where customer satisfaction is crucial.
Customers are increasingly sophisticated buyers and demand products and services that fit better with their needs and their budget. Customer-led growth is a mindset that places customers at the heart of everything and is a complete shift in the way businesses strategise and operate their activities with customers at the heart of everything from market strategy to data and insight management, and ultimately product and service design and delivery.
Our upcoming series of articles starts with an exploration of how Business Ecosystems can be conceived and constructed around researched customer needs so that the capabilities and offerings of many players can be combined into new products and service lines that improve customer value and experience, which in turn fuels further growth.
The second article focuses on Loyalty Programmes as an engine for business growth by building enduring and profitable customer relationships. The last article in the series takes an in-depth look at 'Anything-as-a-Service' (XaaS), revealing the potential of that approach to transform product-orientated marketing strategies into customer-centered platforms to accelerate growth.
The complete suite of articles aims to remind readers of the power that customer-centred thinking grounded in an in-depth understanding of needs, preferences, and behaviours can lead to above average growth outcomes.
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Chapter 1: Evolving Ecosystems
In this first article we explore the concept of evolving ecosystems and explain how businesses can foster growth, expand their market influence, perceived customer value, and customer engagement by collaborating with strategic partners to create interconnected networks and deliver new and distinct offerings that outpace the competition.
Chapter 2: Loyalty
Building on the strategic set up that business ecosystems can provide; in this second article we delve into the power of customer loyalty as a growth engine for businesses. We explore how creating strong relationships with customers not only boosts repeat business but also serves as a foundation for sustained growth, setting the stage for further development.
Chapter 3: New Business Models: XaaS
Finally, in the third article, we introduce the transformative 'Everything-as-a-Service' (XaaS) new business model and its potential to catalyse customer-led growth. By shifting from traditional product-based models to service-oriented offerings, businesses can respond more effectively to the evolving needs and preferences of their customers.
Customer-focused collaborations that gain and retain market share
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Customer-focused loyalty strategies keep customers engaged
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Customer-led business models for sustainable growth
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Get in touch
Bram Lentz
I am proud to be a partner at Deloitte. Embracing Strategy Consulting as my calling, I've ceaselessly pursued the art of driving growth. I am leading the Transportation, Hospitality & Services in the Netherlands, next to serving with my favorite clients in the Consumer Product and Med-Tech sector. My journey thrives on fueling customer centric growth, mastering commercial excellence, and orchestrating digital innovation and transformations. As an avid field hockey player, I am pleased to support the Hockey Foundation, an initiative of the KNHB to offer kids from low income areas the opportunity to play field hockey.
Kasia Blicharz
Kasia is a partner in Advertising, Marketing and Commerce practice with focus on Consumer and Retail. She has 20 years experience in digital, data and marketing. She has worked with some of the leading FMCGs around embedding tech, making sense of data, instilling digital first culture and helping to create robust marketing organizations. Her passion is helping to translate and elevate human experiences into daily work of organizations. Her leading role in AM&C is helping clients to elevate their customer experiences through defining and building digital capabilities and way of working to execute on this. Typically this involves new digital and marketing strategies, technology (customer data, marketing automation, ecommerce tooling), content (brand strategy, UX/UI design, campaign content) and operating model components (governance set-up, make/buy/partner decisions, skill building and organization restructuring).