Customer

Customer strategy

We help our clients design outside-in customer strategies which develop value propositions that address customers’ underlying needs and desired outcomes. We ensure it is underpinned by Analytics and Experience Design to build differentiated experiences that align with your core brand promise.

Key questions to consider:

  1. Who are your target customers and what do they value?
  2. Do your value propositions solve customers’ underlying needs, pain points and desired outcomes, or just communicate the value of your products?
  3. Are your business functions customer or product-centric and do they allow for a unified view of the customer across your organisation?
  4. Is your organisational strategy focused on customer-centric growth and innovation, or is it product and brand-led?

How we can help you:

  • Support you to understand who your customers are and how to segment them
  • Co-create customer-centred value propositions, products and services in response to customer needs
  • Help grow and evolve your organisation, build new capabilities and talent to deliver on your customer strategy
  • Help you ensure that your strategy is underpinned by customer insight and analytics and is integrated with the end-to-end customer experience

Customer experience

Are you aligning your brand promise, products and services, channels and pricing with your customers’ touchpoint and consumption experiences? Customer Experience is now one of the key sources of competitive advantage. Get it right and it will build customer engagement and revenues; get it wrong and risk losing customers, negative impact on your corporate reputation and loss in revenues and market share.

Key questions to consider:

  1. Do you proactively anticipate customer needs and deliver to their expectations?
  2. Do you understand the customer journey and the moments that matter along the way?
  3. Do you offer customers a multichannel experience where they can engage anywhere, anytime?
  4. Are all your channels integrated to deliver a seamless customer experience?

How we can help you:

  • Work with you to map the customer journey, identify the moments that matter, and design and implement a differentiated  customer experience that delivers on your brand promise
  • Help you to develop a multi-channel experience that is integrated across channels and to back office systems to deliver a seamless experience
  • Help you identify how digital technologies can optimise and enhance the customer experience, whether through new channels or new products and services

Marketing and sales

Marketing and Sales remains the vanguard of many businesses’ commercial models today, yet both disciplines are evolving rapidly to changing customer behaviours and expectations, and new digital technologies.  We help our clients ensure that their marketing and sales strategies and operations are aligned to the rapidly changing behaviours and channel usage of today’s customer and are integrated with service and operations in a way that drives increased effectiveness and efficiency.

Key questions to consider:

  1. How well does your marketing strategy translate into marketing and sales plans?
  2. Are your marketing and sales channels aligned to changing customer behaviours, and they include established and emerging digital technologies?
  3. Are your campaigns effectively managed?
  4. Are the marketing and sales processes well integrated?
  5. Is your sales approach and process fit for purpose?
  6. Are you developing competency and capability for different customer segments and markets?

How we can help you:

  • Help you develop an overarching marketing and sales strategy, rooted in customer insight and analytics, end-to-end customer experience, and enabled by appropriate metrics
  • Help you develop, execute and measure dynamic, engaging digital marketing campaigns and build these capabilities internally
  • Support you in transforming your sales model and internal capabilities, whether that be sales force optimisation, key account management or a new approach entirely based on evolving customer needs and market shifts in your sector

Service and engagement

Progressive customer service and engagement creates a culture within an organisation that is focussed on the customer experience. It provides the infrastructure to build on past successes to reach new levels of excellence. We help our clients transform their customer service and engagement from cost centres into revenue generating businesses.

Key questions to consider:

  1. Do you have a defined and clear service value proposition that is integrated in your overall customer value proposition?
  2. Do you have a multi-channel engagement model that utilises digital channels that drive down costs?
  3. Can your contact centre provide an integrated voice/digital experience to the customer?
  4. Where do your contact centres rank against industry benchmarks?

How we can help you:

  • Help you develop and implement a customer service and engagement strategy that is aligned with your overall customer experience strategy
  • Help you switch channels to enhance customer engagement while lowering costs
  • Optimise the operations of your contact centres to ensure they are value-creating

Pricing and profitability

We help our clients evaluate the core drivers of customer demand and their relationship to pricing strategy, while also considering cost drivers and enablers. Rooted in deep customer analytics, we ensure that pricing becomes adaptive to your market and the ever changing value perceptions of your customers, while identifying ways to lower costs and increase profitability.

Key questions to consider:

  1. Do you have clear pricing strategies for your target markets?
  2. Is your pricing market driven, or based on cost plus analysis?
  3. Do you know what customers are prepared to pay for the value you create?
  4. Is your relative price position consistent with your pricing strategy?
  5. Are tactical pricing decisions driving planned outcomes?

How we can help you:

  • Work with you to develop global and local pricing/revenue model strategies
  • Identify and develop appropriate pricing models for your customers including price points, rebates/discounts, and fit for purpose revenue management operations to support
  • Help you transform and implement novel pricing approaches, such as value based pricing and risk/reward models
  • Help you optimise your customer portfolio profitability

Analytics and simulation

Harnessing the value of data and building customer analytics into a core business competency will define the next winners. It’s more than product, price and service – it’s also about convenience and getting to the right customer at the right time with the right offering. Customer insights should underpin every dimension of your customer strategy, whether that be customer experience design, marketing, sales or service optimisation. Analytics extends beyond traditional customer data points to include behavioural economics, social and digital intelligence, and creating a single view of the customer.

Key questions to consider:

  1. What is your customer data and analytics strategy?
  2. What data do you collect and analyse and which decisions do the resulting insights inform?
  3. Do you have a single view of the customer based on all the data you collect? How is this used to enhance your customer offering and experience while optimising profitability?
  4. What internal capabilities do you have to execute your data and analytics strategy? Are your people comfortable working with new sources of digital and social data? How about using novel modelling and simulation techniques?

How we can help you:

  • Partner with you to develop a holistic data strategy to create new value levers for your business
  • Support you in identifying new sources of data and analytics techniques and approaches to generate value-adding insights to enable you to make informed business decisions
  • Help you create new data and analytics capabilities internally and build new organisational constructs to support them
  • Conduct analyses, modelling and simulation for you using our internal cutting edge data analytics and simulation capabilities

Insights

Contact us

Cornel Nolte
Global Customer Consulting leader
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