Customers are key to company success

  • 70 years ago, Peter Drucker explained why customers are the foundation of company success.
  • 45 years ago, Calantone and Cooper showed that poor customer strategy is responsible for 85% of failed product launches.
  • 20 years ago, Gupta, Lehmann, and Stuart established the direct link between customers and shareholder value.

Yet, even today, many companies continue to struggle with developing a strong customer strategy that drives sustainable profitability and growth. If you are here, because you want to know more about developing great customer strategy, you have come to the right place!

We aim to support and inspire current and future executives in customer-facing roles, helping them expand their knowledge of customer strategy. To this end, we provide carefully curated resources, including videos, podcasts, articles, and more – all for free and coming soon!

We are your one-stop resource for customer strategy expertise

Customer Strategy Videos

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Customer Strategy Podcast

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Other Customer Strategy materials

now available!

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Our Offer: Make You Better

Customer strategy is a core responsibility of top executives. Unfortunately, the widespread focus on short-term tactics has crowded out long-term strategic thinking in many boardrooms. Does this sound familiar? We’re here to help!
 
We don’t believe you should delegate customer strategy, so we don’t offer consulting services.
 
Instead, we will make you better, providing you with the expertise required to confidently take control of your customer strategy.  

 

Learn how to get better

 

Working with Christian has completely altered my strategic perspective. He has an amazing talent to make complex things seem simple. His approach has helped me prioritize, and allowed me to develop surprisingly simple solutions to complex problems.

Your Customer Strategy Expert

Prof. Dr. Christian Schulze

Christian Schulze is a professor at the Frankfurt School of Finance & Management. His expertise in customer strategy has been recognized by major press outlets such as Frankfurter Allgemeine Zeitung and The Economist, along with appearances on national TV and radio stations including ARD, ZDF, ntv, and Deutschlandfunk.

Christian bridges practical business strategy with academic research. A former consultant with BCG, he has since collaborated with founders and top executives from over 60 companies across Germany, Europe, and globally. His cutting-edge research has been published in leading journals such as Marketing Science and MIT Sloan Management Review.

He is an experienced speaker, teacher, advisor, and coach, and prepares Master, MBA, and EMBA students for the complexities of customer strategy management in today's dynamic markets.