5 Steps for Building the Customer-Driven Enterprise

5 Steps toward a Customer-Driven Enterprise
Chris Selland
Independent Contributing Analyst, FocusMay 18, 2010

Average company loses 13% of customers annually
Profitability driven by retention
Costs 6-7X more to get a new customer than keep an existing one
Companies must deliver personalized, customized service across multiple channels
Create Custom Offerings

Customers demand same level of service regardless of channel
Web
Mobile
Call Center
In-person
etc…
Need for ‘richness’ increasing everywhere
Increase MultiChannel Touch Points

Customers are loyal because you deliver
Promptness & Responsiveness
Personal attention & empathy
Employee competence
Dependability / reliability
Recover & problem solving
Reputation & credibility
Source: “Six Universal Drivers to Assure Customer Satisfaction” – Return on Behavior Magazine
Make Processes Easy

Gather Behavioral Data
Build an actionable 360 degree view
Tailor Applications, Processes and Campaigns
Personalize per customer and/or segment
Create Customized Promotions & Outcomes
1 to 1 Marketing & Delivery
Establish Real-Time Monitoring
“…faster growth can be achieved with focused improvements in shared and managed client information and disciplined process management.”
Michael Treacy – Double Digit Growth

Beyond Multi-Channel
Deliver richness across all channels
Powerful Economics
Leverage Digital Services

Customers expect a highly-personalized, multi-channel experience
Customers ‘get’ technology – and will gladly serve themselves
The economics are a win-win
“… CRM, or Customer Relationship Management, is a company-wide business strategy designed to reduce costs and increase profitability by solidifying customer loyalty. “
DestinationCRM
Conclusions

Thank you!
Chris Selland
chris@sellandcapital.com
(617) 500-3465

5 Steps for Building the Customer-Driven Enterprise

by Chris Selland on May 16, 2010

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