chapter  3
16 Pages

Customer Focus

The aim of a customer focus strategy is to examine the provision of products and services to customers that are perceived by customers to be of greater value than they could expect to receive from the competition in similar markets (see Box 3.1). Indeed, the competitive advantage provided by the application of a strategy for creating customer value provides not only continuous improvement in business processes and operational effectiveness but also the competitive intelligence by which strategic planning can bring about increased market share (see Box 3.2).1