There is a lot that can go wrong with a company’s customer strategy, and there is a lot that boards get wrong when overseeing that strategy, says prominent marketing and communications specialist Justin Papps. Common mistakes directors make include failing to understand the value of different customers, analysing too many customer metrics and overstating the role of a company’s products and services.

Here are five ways where it is all too easy for boards to lose their way when it comes to acquiring and keeping customers.