Skip to content Skip to navigation

Consumer & retail

A Guide to Customer Strategy

A handy pocket guide for engaging with your users. For more insight, read “10 Principles of Customer Strategy.”

September 26, 2016

Recommended stories

10 Principles of Customer Strategy

It’s no longer enough to target your chosen customers. To stay ahead, you need to create distinctive value and experiences for them. See also “A Guide to Customer Strategy”.

by Thomas Ripsam and Louis Bouquet

A Step-by-Step Guide to Winning the Customer

Companies that understand the stages of consumer purchasing decisions have an outsized influence in their outcome.

by Niraj Dawar

Two Simple Concepts for Satisfying Customers

Get to know your highest-volume customers, and fill the satisfaction gaps that they won’t tell you about.

by George E.L. Barbee

Trending articles

1.Update your leadership skills to bridge the digital–human divide
Classic “soft skills” need new definitions and applications for workplaces of the future.
2.Develop better leadership habits to thrive in an age of information overload
Learning to do more in-depth thinking and taking full advantage of hidden decision-making opportunities can reduce anxiety.
3.Get ready for the “you’re it” moment
Growing into a meta-leader gives you the tools to skillfully manage any situation.
4.How fearless organizations succeed
Amy Edmondson describes three steps leaders can take to create psychological safety, the prerequisite for greater innovation and growth.
5.Using neuroscience to make feedback work and feel better
Research shows that using feedback is how organisms — and organizations — stay alive. Here’s how leaders can make the most of the anxiety-producing process.

Sign up for newsletters Sign up for the digital issue

Follow s+b on LinkedIn Follow s+b on X Follow s+b on Facebook Gets updates via RSS s+b on the Apple App store

©2026 PwC. All rights reserved. PwC refers to the PwC network and/or one or more of its member firms, each of which is a separate legal entity. Please see www.pwc.com/structure for further details. Strategy+business is published by certain member firms of the PwC network. Articles published in strategy+business do not necessarily represent the views of the member firms of the PwC network. Reviews and mentions of publications, products, or services do not constitute endorsement or recommendation for purchase. Mentions of Strategy& refer to the global team of practical strategists that is integrated within the PwC network of firms. For more about Strategy&, see www.strategyand.pwc.com. No reproduction is permitted in whole or part without written permission of PwC. “Strategy+business” is a trademark of PwC.