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	June 6, 2011 (updated June 8, 2011) Competitive Strategy In The Age Of The Customer Only Customer-Obsessed Companies Can Survive Disruption by Josh Bernoff with David M. Cooperstein, Michelle de Lussanet, Corinne J. Madigan	Average: 10  (7 ratings)

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Executive Summary

Empowered customers are disrupting every industry; competitive barriers like manufacturing strength, distribution power, and information mastery can't save you. In this age of the customer, the only sustainable competitive advantage is knowledge of and engagement with customers. The successful companies will be customer-obsessed, like Best Buy, IBM, and Amazon.com. Executives in customer-obsessed companies must pull budget dollars from areas that traditionally created dominance — brand advertising, distribution lockup, mergers for scale, and supplier relationships — and invest in four priority areas: 1) real-time customer intelligence; 2) customer experience and customer service; 3) sales channels that deliver customer intelligence; and 4) useful content and interactive marketing. Those that master the customer data flow and improve frontline customer staff will have the edge.

TABLE OF CONTENTS

• Disruption Is Coming — Is Your Company Ready?
• Welcome To The Age Of The Customer
• You Want To Compete? Get Customer-Obsessed
• Customer-Obsessed Companies Invest Differently

WHAT IT MEANS

• Customer-Obsessed Companies Will Master Data And Frontline Staffing
• Supplemental Material
• Related Research Documents

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