Customer Experience Strategy And Overall Company Strategy

Karim Razek

The generic company strategies model developed by Michael Porter classifies companies into one of three broad, generic categories: cost leaders (competing on low prices), differentiators (competing based on innovation in their products/services), and segments (competing by focusing on specific market needs) (Philipson, 1992).

A customer experience strategy is defined as “a plan that guides activities and [the] resource allocation needed to deliver an experience that meets or exceeds customer expectations.” There are also three customer experience strategies that align with the generic company strategies: self-service optimization, proactive guidance, and tailored intimacy (Forrester, 2010).

The following diagrams depict how the three customer experience strategies align with the three generic company strategies.

The self-service optimization strategy

The objective of the self-service optimization strategy is to create extremely effective high-touch self-service that is simple, automated, and error-free. Here are some examples of how this objective has been implemented:

The proactive guidance strategy

The objective of the proactive guidance strategy is to ensure customer delight by educating on innovations, solving problems preemptively, and connecting through social media. Here are some examples of how this objective has been implemented:

The “tailored intimacy” strategy

The objective of the tailored intimacy strategy is to use knowledge of target customers to create deep connections through interactions that are attuned, empathetic, and personalized to clients’ needs and aspirations. Here are some examples of how this objective has been implemented:

By focusing on aligning the generic company strategy with the customer experience strategy, it is then necessary to align the customer experience ecosystem to this strategy.

Learn how to choose the right digital experience platform for your business by watching the on-demand SAP Webinar featuring Forrester, “Customer Experience Matters.”


Karim Razek

About Karim Razek

Karim Razek is the Business Enterprise Principal Consultant at the Qatar office at SAP. He is responsible for the development and alignment of SAP clients’ business processes, customer experience, and IT strategy to help meet their enterprise strategic goals. Karim is a certified Six Sigma Black Belt from Quality America, Global Business Transformation Manager, and Enterprise Architect EA200. He also holds an MBA from Maastricht University and specializes business process analysis and advanced discreet process simulation techniques. Other areas of expertise include customer journey management, strategy development, business process management, and business process engineering.