Building Connected Strategy: Continuous Customer Relationships & Competitive Advantage | DisrupTV Episode 162

In DisrupTV Episode 162, hosts R “Ray” Wang is joined by:

  • Nicolaj Siggelkow and Christian Terwiesch, co-authors of Connected Strategy, a framework for building continuous customer relationships for competitive advantage. 
  • Shawn Mandel, Chief Digital Officer of Cineplex, sharing how media and entertainment brands must adapt relationships in a streaming and experience-first era. 
  • Guest host Cindy Zhou, CMO at Level Access, bringing marketing and accessibility perspectives and moderating how customer experience, inclusion, and continuous engagement converge.

They dive deep into what it means to shift from transactional engagement to relational, continuous connection with customers—and how companies can operationalize that.

Key Takeaways

Continuous Customer Relationships
Connected Strategy argues that companies succeed when they move from discrete transactions to sustained engagement: monitoring, interaction, adaptation. 

Design for Customer Life Cycle
Understanding the cycles of how customers engage, disengage, and reengage allows companies to anticipate needs rather than always react. Proactive touchpoints build loyalty.

Use Data Thoughtfully, Not Just Extensively
Data isn't just volume—but meaning: selecting which signals matter, integrating qualitative insight, ensuring feedback loops.

Alignment Across Functions
Marketing, digital, product and customer success must align to deliver consistent, connected experiences. Disjointed functions weaken relational strategies.

Competitive Advantage Shifts
In many industries, what sets you apart isn't product features alone—it’s how you maintain meaningful, evolving customer relationships that adapt over time.

Notable Quotes

  • “A connected strategy is about what happens after the purchase—the ongoing relationship.” — Nicolaj Siggelkow 
  • “In the streaming age, it’s not enough to deliver content. You must create continuous engagement.” — Shawn Mandel 
  • “Marketing isn’t just communication; it’s part of a continuous relationship infrastructure.” — Cindy Zhou (guest host)

Final Thoughts

This episode makes clear that in today’s market, sustainability of customer relationships—not just transactions—is where durable competitive edge lies. Companies that invest in connected strategy—ongoing feedback, alignment, meaningful data, and cross-functional execution—are the ones that outlast and outperform.

Related Episodes

 

Business Research Themes

Data to Decisions, Future of Work, Tech Optimization

Roles

Chief Data Officer, Chief Executive Officer, Chief People Officer, Chief Technology Officer