5 Steps toward a Customer-Driven Enterprise<br />Chris Selland<br />Independent Contributing Analyst, FocusMay 18, 2010<br />
Average company loses 13% of customers annually<br />Profitability driven by retention<br />Costs 6-7X more to get a new c...
Customers demand same level of service regardless of channel<br />Web<br />Mobile<br />Call Center<br />In-person<br />etc...
Customers are loyal because you deliver<br />Promptness & Responsiveness<br />Personal attention & empathy<br />Employee c...
Gather Behavioral Data<br />Build an actionable 360 degree view<br />Tailor Applications, Processes and Campaigns<br />Per...
Beyond Multi-Channel<br />Deliver richness across all channels<br />Powerful Economics <br />Leverage Digital Services<br />
Customers expect a highly-personalized, multi-channel experience<br />Customers ‘get’ technology – and will gladly serve t...
Thank you!<br />Chris Selland<br />chris@sellandcapital.com<br />(617) 500-3465<br />
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5 Steps for Building the Customer-Driven Enterprise

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Slides for Focus Research webinar - May 18, 2010. See http://www.focus.com/webcasts/customer-service/customer-driven-enterprise/ for details and to register

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Transcript of "5 Steps for Building the Customer-Driven Enterprise"

  1. 1. 5 Steps toward a Customer-Driven Enterprise<br />Chris Selland<br />Independent Contributing Analyst, FocusMay 18, 2010<br />
  2. 2. Average company loses 13% of customers annually<br />Profitability driven by retention<br />Costs 6-7X more to get a new customer than keep an existing one<br />Companies must deliver personalized, customized service across multiple channels<br />Create Custom Offerings<br />
  3. 3. Customers demand same level of service regardless of channel<br />Web<br />Mobile<br />Call Center<br />In-person<br />etc…<br />Need for ‘richness’ increasing everywhere<br />Increase MultiChannel Touch Points<br />
  4. 4. Customers are loyal because you deliver<br />Promptness & Responsiveness<br />Personal attention & empathy<br />Employee competence<br />Dependability / reliability<br />Recover & problem solving<br />Reputation & credibility<br />Source: “Six Universal Drivers to Assure Customer Satisfaction” – Return on Behavior Magazine<br />Make Processes Easy<br />
  5. 5. Gather Behavioral Data<br />Build an actionable 360 degree view<br />Tailor Applications, Processes and Campaigns<br />Personalize per customer and/or segment<br />Create Customized Promotions & Outcomes<br />1 to 1 Marketing & Delivery<br />Establish Real-Time Monitoring<br />“…faster growth can be achieved with focused improvements in shared and managed client information and disciplined process management.”<br />Michael Treacy – Double Digit Growth<br />
  6. 6. Beyond Multi-Channel<br />Deliver richness across all channels<br />Powerful Economics <br />Leverage Digital Services<br />
  7. 7. Customers expect a highly-personalized, multi-channel experience<br />Customers ‘get’ technology – and will gladly serve themselves<br />The economics are a win-win<br />“… CRM, or Customer Relationship Management, is a company-wide business strategy designed to reduce costs and increase profitability by solidifying customer loyalty. “<br />DestinationCRM<br />Conclusions<br />
  8. 8. Thank you!<br />Chris Selland<br />chris@sellandcapital.com<br />(617) 500-3465<br />

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