As product differentiations blur, companies are increasingly turning to create customer-centric organizational behavior to establish experience based differentiation (EBD) and remain competitive. This creates unique challenges while implementing a CRM strategy in multi-department organizations with numerous customer touch points.

The term 'customer strategy' defines how an organization aligns itself to all its customer segments. Each segment should have a unique strategy specifically designed for it, based on the type of customers. Build a practical plan for optimizing relationships with customers, this is achievable if your customer strategies are well crafted, clearly articulated and have the support of various stakeholders.