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Introducing Clear Cell 2010
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Introducing Clear Cell 2010

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  • 1. Introducing Clear Cell
  • 2. The Clear Cell Client Promises Deliver tangible benefits to your business by practical deployment of customer insight… Address your key business needs by developing relevant customer insights… Help you stay a "step-ahead" of your competition by sharing our Customer-centric thought leadership and passion… To be a partner you can trust by being transparent and to-the-point… These promises have been built from project experience and direct client feedback
  • 3. About Clear Cell, Our Philosophy
    • At Clear Cell we help our clients increase profits:
      • By understanding their customers better
      • By realizing the commercial value of their customer data in the context of the wider market place
    • We believe that the most successful businesses of the future will be those that are good at:
      • Customer Insight - Understanding their customers needs, value and potential value
      • Insight Deployment - Putting that understanding into action to improve the long-term profitability of the business
      • Test and Learn - Measuring the effectiveness of their actions and learning from them
      • Commercialisation of Data - Creating propositions based on the value of their customer insight to other organisations in the marketplace
    We passionately believe that a continual focus on the customer is the only route to creating long term value in business
  • 4. Clear Cell focuses on managing customers to manage profit Length of relationship Customer Profitability Advocacy SUSPECT PROSPECT TRIAL REPEAT FREQUENT LOYAL ADVOCATE Customer Acquisition Customer Development Customer Retention
    • Understanding what different customers need
    • Understanding what different customers are worth to your business
    • Identifying which objectives are appropriate to different customers
    • Working with the business to achieve those customer objectives
    Value to the business is increased in line with the progression of profitable customers up the steps Customer Value Cube Customer Loyalty Ladder
  • 5. We adopt a practical business driven approach… Behaviour data Market Research Lifestage & Lifesytle Reading / Viewing Missions New Service Interest Communication Preferences Customer Feedback Partner Strategy & Plans How do I treat partners to maximise their effectiveness? What investment should I make in partner activity? Promotions and Offers How do we optimise promo effectiveness with our partners? How do we optimise our promotional and loyalty messages to ensure maximum response and return? Service Where should I investment my service training funds? How does customer service impact return rates? Content Prioritisation / Positioning What content types are most popular amongst our different audiences? What is the appropriate content mix? Other 3 rd Party Data e.g. demographics Promotional Response Communication What events should trigger customer communication? Web data Partner data Recency, Frequency, Value Service data Potential Value Advertising How do we maximise advertiser investments by delivering relevant advertising to different consumers? Discover : the value in your data… Develop : insights to increase customer understanding… Deploy : insights against your Value Levers to increase efficiency and profitability… … which drives success by focusing on the Value Levers available in the business Customer Strategy What are the customer segment strategies? Which are the appropriate levers to implement the strategies?
  • 6. Clear Cell – Why we are different
    • Our mission is to transfer our knowledge and experiences to our clients so they develop a deep understanding, and know how to deliver customer-led business planning and action
    • Poor deployment is the reason why many customer lead investments fail to deliver value back to a business:
      • At Clear Cell deployment is an integral part of any engagement
      • Deployment begins at the beginning not the end of a project – business usability is our mantra
      • We believe that deployment is ongoing and should not be considered as a stand alone, time-boxed workstream
    • The customer strategy will become an integral component of business planning and decision making - we integrate this into business processes and the culture of our clients
  • 7. What some of our clients have said about us “ Clear Cell are world-class thought leaders in the areas of customer insight and customer management” Belinda Youngs, Chief Marketing Officer, Sobeys Inc , Canada “ Clear Cell helped us segment our customers and understand their behaviours much more clearly and helped identify both opportunities and challenges for our company” Owen O’Donnell, Finance Director, Joost Technologies, UK “ Clear Cell developed a deep understanding of the business issues and then worked with us to address them” Dak Liyanearachchi, Director of Insight Services LBM UK Some of the clients our consultants have worked with in delivering Customer Insight based business solutions
  • 8. Summary
    • We believe that:
      • Continual focus on the customer is the only route to creating long term value in business
      • Creating and deploying customer insight across the entire business is key in achieving this goal
      • Management have a key role in leading the organisation on this journey
      • This journey must be supported by a performance management framework focused on the customer
      • The performance management framework becomes the steering wheel to guide the organisation
      • The most effective way to start and continue is to understand your business from the customer perspective
    • To discuss how Clear Cell can help you increase profitability
    • through increasing your relevance to your customers
    • please contact [email_address]
  • 9.