Customer management assessment

Customer Management Assessment

CRM or CM
CRM
Relationship marketing
Customer obsession
Retention
Customer delight
Satisfaction
Loyalty
Customer intimacy
Direct marketing
360 ° View
CM
Acquisition management
Customer analysis
Segmentation
Customer value
Commitment
Profitability
Proposition containment
Relationship needs
Exit management

A definition – if you must
Customer Management is:

The way that companies design what they do so that they deliver the right customer experience to acquire, retain and develop their target customers , efficiently , in a way which is mutually rewarding to their customers , their employees and their shareholders.

A scope

Put simply - it’s about ‘Tilting the line’ Investment in managing the customers Value of customers Where many organi s ations are now What CM tries to achieve

What is CMAT ?
An assessment approach
Objective assessment of how an organisation manages its customers
Evidence-based
Scored across multiple dimensions
Against a clear model that can be used on an ongoing basis
Forms a clear start point from which to measure improvement
A benchmarking tool
Over 650 assessments on the benchmark database
Each clients’ benchmarks individually created
A planning tool
Provides prioritised recommendations for improvement
A change tool
Can be deployed on line for learning and best practice sharing

The CMAT dimensions
Intention
Clear plans that have been effectively communicated and widely bought into
Reality
Evidence of full implementation and full adoption

CMAT Healthcheck
Assesses against the whole customer management model but in less depth
Examines 100 practices
Interviews with 8 to 10 people
Takes an elapsed 3 to 4 weeks
Two dimension scoring
Delivers a standard report against 13 sections
Suitable for multiple business unit assessments

The types of scores being achieved
Overall average score is just 35%
Best score is 67%, worst is 17%
To be top quartile you only need to score 41%
Quartile scores by section of the model look like this:

What the scores are telling us
Overall, things are not really improving over time
Best scores are also the most well rounded scores
There are clear but not huge sector variations
There are clear but not huge region variations
Senior Managers over-estimate what is going on
Big benefits still available but expectations need to be realistic
Analysts are taking notice of CM performance
Year Average score 1999 33% 2000 33% 2001 32% 2002 33% 2003 34% 2004 35%

Who is using it AA

CMAT Assessment Approach Planning Preparation Interviews Feedback presentation Report Assessment completion Follow-up

Resource required for a Healthcheck Phase Pre-sales support 0 Planning & Preparation 2 Interviews 3 Assessment completion 1 Report 1 Recommendations 1 Presentation 1 Admin and follow-up 0 TOTAL 9

‘ Vanilla’ role list for the Healthcheck
CRM Leader
Business Analyst
Marketing planner
Product Manager
HR Manager
Technologist
Direct sales
Indirect sales
Campaign owner
Service owner
Call centre agent
Researcher

The Mind Map

Answering dimensions - Intention Full commitment and detailed plans All relevant groups and management teams are completely committed to doing this. There is a clear strategy in place and detailed plans exist with appropriate budgets agreed. Full commitment and some plans All relevant groups and management teams are completely committed to doing this. There is a developing strategy and the early stages of detailed planning have started. Full commitment but no real plans All relevant groups and management teams are completely committed to doing this. A budget may have been agreed but no planning work has started yet. Some commitment and some plans Some of the relevant people are committed to doing this but not all. There will be some level of plans in place and may be some piloting work. Little or no commitment and plans Very few people who have the ability to make this happen are committed to doing so and no plans exist to make it happen.

Answering dimensions - Reality Fully implemented This has been implemented completely in all the places within the organisation where it needs to be. Substantially implemented This is either nearing completion in all the places where it is needed or is fully implemented in most of the places. Implementation in progress There is clear evidence that implementation will be fully completed but it is only part way through being implemented at the moment. Some isolated implementation There are places where this has been implemented but it is not part of an overall full implementation and may stop with just those places where it was observed. No real implementation There is little evidence of implementation in any of the places where it needs to be completed.

Overall scope and its sub-sections

The sub-sections on question set 1
Analysis & Planning
Customer Management Strategy
Analysis Activity
Retention planning
Efficiency planning
Acquisition planning
Penetration planning
Proposition
Understanding customer needs
Proposition development
Integration with the brand
Embedding the proposition
People & Organisation
Leadership, organisation and culture
Competencies and training
Monitoring and measurement
Motivation and reward
Outsourcing

The sub-sections on the question set 2
Acquisition
Targeting
Conversion
Winback
Retention
Welcoming & Getting to Know
Delivering the basics
Retention activity
Managing dissatisfaction
Efficiency
Cost-to-serve management
Penetration
Value development

The sub-sections on the question set 3
Customer Experience
Driving the customer experience
Understanding satisfaction and loyalty
Customer think and feel
Measurement
Overall customer management metrics
Measuring customer management activity
Channel and media measures
External Environment
Competitor understanding
Benchmarking

The sub-sections of the question set 4
Processes
Ongoing process management
Process improvement
Information
Building customer information
Managing customer information
Security and privacy
Customer knowledge management
Technology
Current technology capability
Exploitation of new technology
Management of technology resources

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Customer management assessment

by Aristoteles Kabarganos on Jun 17, 2010

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Customer management assessment — Presentation Transcript