Nicolaj Siggelkow discusses the benefits of creating a well-designed connected customer strategy. According to Siggelkow, if you want your organization to have a competitive advantage you have to create a sustainable relationship with your customers. He talks about the need to fully utilize customer data and to have a strategy in place that leads to a continuing relationship with customers.
Author & Professor at The Wharton School
Nicolaj Siggelkow is the David M. Knott Professor at the Wharton School of the University of Pennsylvania. He is a professor and the former Department Chair of Wharton’s Management Department, and a Co-Director of the Mack Institute for Innovation Management. Siggelkow has conducted strategy workshops with a large number of firms around the world, helping them to assess their own strategies and create new strategic initiatives. His current work an book named Connected Strategies, focus on how both incumbent firms and new start-ups create new business models using “connected strategies” that create much tighter connections between firms and customers.
