Strativity was born as a response to CRM technology
projects that failed to deliver the promised results,
says Lior Arussy, President and CEO. Over 50 percent of the CRM projects failed and the main reason
was a lack of strategic and operational context to execute on the promised outcome, he says. CRM technology was always merely a tool.
“In Strativity we fused five disciplines; research, con-
sulting, innovation, training, and communication to accel-
erate strategy executions and maximize success,” Arussy
says. “Our integrated approach to customer centricity,
customer experience design and strategy execution enable
organizations to achieve results easier and faster.”
The Hackensack, NJ-based strategy firm focused
mainly on the Retail and Healthcare sectors, grew at
41 percent last year. Arussy says the firm’s growth
is a result of several factors—market demand, client
maturity, and a track record of success. The topic of
customer experience is becoming top strategic agenda
item as a way to differentiate. Additionally, clients are
maturing and they recognize that technology shortcuts
do not deliver results. “We see growth in the area of
customer experience design, with a focus on organi-
zational purpose and alignment with customer val-
ues, Arussy says. “Customer experience is evolving
from basic ‘consistency’ to ‘customer life alignment.’
Transforming journey management into an enter-
prise-wide commitment is another opportunity the
firm pursues with its new technology TouchPoint
Dashboard. “With Touchpoint Dashboard we can em-
bed the commitment at every part of the organization
and hold everyone accountable for the value they de-
liver to customers,” he says. “Additional opportunities
exist in expanding to international markets.”
Arussy says the firm is applying its methodology in
new industries it hasn’t before, working with a global
classic brand that is undergoing renewal. It will be a
challenge and a reward, he says. “Overall the work we
planned to do in 2017 will make an impact on at least
150,000 employees and over 300 million customers.
We are excited about that opportunity.”
Over the next few years, Arussy says Strativity
will grow at a “sensible pace, to retain both quality of
work and pride in the outcome we deliver. We will
seek truly committed clients and it is the work with
them that will guide our growth,” Arussy says. “We do
not pursue growth for the sake of growth.”
As far as the biggest challenges Strativity faces,
Arussy says he has two—cheap shortcuts and low-qual-
ity solutions, including anyone selling a technology
shortcut and anyone who overpromises to clients.
“There are plenty of superficial solution providers who
corrupt the client experience and give our industry and
customer experience a bad reputation,” he says. “I wish
there would be more honesty in the business. It might be
naïve to ask. But maybe that is what makes us successful,
that dash of naiveté, that belief that nothing is impossible.”
As far as differentiators, Arussy says the firm of-
fers a complete solution and is a true one-stop shop.
“Clients can accelerate their strategy execution when
they work with a unified methodology; from diagnos-
tics through innovation, all the way to training every
single employee,” he says. “It is a still a source of
amazement to new prospects that we do it all.”
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