White Paper

Customer Chains

Customer Chains: The Key to Unlocking New Opportunities

Customer chains are a straightforward construct that many organizations could benefit from if managed and understood properly. The potential ease of creating customer chains can be misleading, particularly within business-to-business (B2B) companies that operate in complex and dynamic markets. Over the course of developing hundreds of customer chains throughout nearly two decades, Blue Canyon continues to see many companies struggle to unlock this tool’s potential.

This paper highlights the importance of the customer chain, and how, if properly understood and utilized, it can put companies on a path towards reinvigorated growth and a sustainable competitive advantage. Numerous real-life examples across industries are used to demonstrate that when a customer chain analysis is used to its fullest potential, the end result leads to greater market share, better customer relationships, higher prices, and larger sales volume.

 

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