Customer development strategies for exceeding expectations - An exploratory study

Lawrence Ang*, Francis Buttle

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

4 Citations (Scopus)


Our article reviews the literature on customer development and reports findings from an exploratory survey of practices in Australian companies. We find that companies that build customer development plans around increases in revenues, rather than reductions in cost-to-serve, achieve better development outcomes. Outstanding performance in customer development seems to be strongly associated with managing the revenue side of the profit equation. We conclude with recommendations for further research.

Original languageEnglish
Pages (from-to)267-275
Number of pages9
JournalJournal of Database Marketing and Customer Strategy Management
Issue number4
Publication statusPublished - Dec 2009


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