Discussion Document
<ul><li>Current industry consolidation and  pressure is taking control of the traditional leverage points. </li></ul><ul><...
I need suppliers to base plans on Category Advice – not just what’s important to the them I’m looking for insights from al...
S C M
<ul><li>Key Outcomes: </li></ul><ul><ul><li>Understanding the key findings of the current insights ( utilise current data ...
Capability Training SCM
Recommended Strategy Market Share, Gap Analysis, Trade Investment  Skills & Competency Assessment Channel  Customer/Catego...
Basic  Selling Basic Customer  Management Consumer Category Strategy Channel Strategy Investment Strategies  Category Role...
<ul><li>The Category  and Customer Perspective: Outcomes </li></ul><ul><ul><li>Using the knowledge generated to make the m...
Basic  Selling Basic Customer  Management Consumer Category Strategy Shopper Insights & drivers   Customer Management Busi...
Delivered via dynamic web interface  Highly interactive drill through functionality Tailored by your business – ie Custome...
<ul><li>Defining the Role of the Customer & Category for the business  </li></ul>Assessing the Value of the opportunity wi...
Assessing the Value of the opportunity within the Customer and the Categories
Category Name Customer Category Opportunity Assessment Customer Category Gross Margin Assessment Customer Readiness Assess...
Category Name Customer Category Opportunity Assessment Customer Category Gross Margin Assessment Customer Readiness Assess...
Category Name Recommend Customer Management Model Category ‘V’ Strategic Customer Management Category ‘W’ Basic Customer M...
Quantifying the potential of your Business by Category  . Construct an  Objective review as to which customer you believe ...
Category Name Recommend Customer Management Model Category ‘V’ Strategic Customer Management Category ‘W’ Basic Customer M...
Category Growth Drivers Product Place Promotion People Process Profit Level 4  Strategic Customer Management  Category Gro...
 
 
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Strategic Customer Managment L In

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  • Strategic Customer Managment L In

    1. 1. Discussion Document
    2. 2. <ul><li>Current industry consolidation and pressure is taking control of the traditional leverage points. </li></ul><ul><li>Within the industry –Top Line and Competitive pressures + Control of costs </li></ul><ul><li>Companies are losing control of the business agenda </li></ul><ul><ul><li>Who is going to take my business forward?- Which Customer ? </li></ul></ul><ul><ul><li>Who do I want to support? </li></ul></ul><ul><ul><li>How do I support them?- What is our offer ? </li></ul></ul><ul><ul><li>What the benefits?-$, ROI, Market share ..... </li></ul></ul><ul><ul><li>And do I have the skills to plan & execute? </li></ul></ul>
    3. 3. I need suppliers to base plans on Category Advice – not just what’s important to the them I’m looking for insights from all suppliers that we can distil, and then select from, to build what’s best for my business – not what’s best for the suppliers Suppliers tend to treat all retail environments similarly, i.e., offering every retailer exactly the same promotions, such that retailers are often left to compete on price, increasing pressure on profit margins. *@the Coalface Industry Benchmarking – 2008
    4. 4. S C M
    5. 5. <ul><li>Key Outcomes: </li></ul><ul><ul><li>Understanding the key findings of the current insights ( utilise current data and findings) </li></ul></ul><ul><ul><li>Translate for each business segment/Channel : </li></ul></ul><ul><ul><ul><li>By Products categories and ultimately each business partner. </li></ul></ul></ul><ul><ul><li>Design a set of strategies for the key needs identified from the insights . </li></ul></ul><ul><ul><ul><li>Strategies have Values assigned ( Size of the Prize) </li></ul></ul></ul><ul><ul><li>Build an effective Customer/Category based on strategic plan supported by key indicators </li></ul></ul><ul><ul><ul><li>“ One size to fit one Customer “ </li></ul></ul></ul><ul><ul><li>Define the Measures and actions with priorities with each of the key trading partners. </li></ul></ul>SCM To ready the business by advancing the capability in managing and supporting the business through an Integrated Planning Process and at the same time translating this into differentiated outcomes with key trading partners .
    6. 6. Capability Training SCM
    7. 7. Recommended Strategy Market Share, Gap Analysis, Trade Investment Skills & Competency Assessment Channel Customer/Category Role & Opportunity Customer, Competitor & Channel Assessments Strategic Customer Management Models & Actions
    8. 8. Basic Selling Basic Customer Management Consumer Category Strategy Channel Strategy Investment Strategies Category Role Gap Analysis Customer Assessment Customer Role Capability Assessment Category Opportunity Competitor Assessment Competency Assessment Profit Impact Assessment Trade Investment Strategy Customer Contact Strategy Competency Development Strategy Recommended Customer Engagement Strategy Business Strategy Inputs Key Assessments & Decisions Key Outputs Customer Business Planning Long Term Planning Marketing / Trade / Sales Trade Marketing What Who Strategic Customer Management Advanced Customer Management
    9. 9. <ul><li>The Category and Customer Perspective: Outcomes </li></ul><ul><ul><li>Using the knowledge generated to make the marketing and retail mix focused to benefit the business </li></ul></ul><ul><ul><li>Understand what ultimately influences the decision process for the Retail Partner The customer – “What role does the category play for them “ </li></ul></ul><ul><ul><li>Knowledge of what is the size of the prize within the category and what current behaviour can be altered to benefit the business </li></ul></ul><ul><ul><li>Assessments determine the likelihood of the outcome –based risks – profit – sales – competitor reaction – not on current perception/gut feel </li></ul></ul>Consumer Category Strategy Shopper Insights & drivers Customer Management Business Strategy Inputs Marketing / Trade / Sales Long Term Planning What Who Category Role Gap Analysis Customer Assessment Customer Role Capability Assessment Category Opportunity Competitor Assessment Competency Assessment Profit Impact Assessment Key Assessments & Decisions Sales & Trade Marketing
    10. 10. Basic Selling Basic Customer Management Consumer Category Strategy Shopper Insights & drivers Customer Management Business Strategy Inputs Marketing / Trade / Sales Long Term Planning What Who Category Role Gap Analysis Customer Assessment Customer Role Capability Assessment Category Opportunity Competitor Assessment Competency Assessment Profit Impact Assessment Key Assessments & Decisions Trade Marketing Trade Investment Strategy Customer Contact Strategy Competency Development Strategy Customer Engagement Strategy Key Outputs Customer Business Planning Strategic Customer Management Advanced Customer Management
    11. 11. Delivered via dynamic web interface Highly interactive drill through functionality Tailored by your business – ie Customer Role /Category Role SCM removes the influence of “Shouting the loudest about my Customer” SCM assigns relationship between quantitative analysis with qualitative assessment to deliver intuitive actionable outcomes.
    12. 12. <ul><li>Defining the Role of the Customer & Category for the business </li></ul>Assessing the Value of the opportunity within the Category and the Customer Initial Recommended Approach to Customer Management
    13. 13. Assessing the Value of the opportunity within the Customer and the Categories
    14. 14. Category Name Customer Category Opportunity Assessment Customer Category Gross Margin Assessment Customer Readiness Assessment Competitor Status Assessment Resource & Capability Assessment Category ‘V’ Develop Equal No Barriers Barriers Barriers Category ‘W’ Protect Equal No Barriers No Barriers Barriers Category ‘X’ Protect Equal No Barriers Some Barriers No Barriers Quantifying the potential of your bottom line return. An objective review of your own capacity to the deliver results. Determining the level of influence your Customer & your Competitors
    15. 15. Category Name Customer Category Opportunity Assessment Customer Category Gross Margin Assessment Customer Readiness Assessment Competitor Status Assessment Resource & Capability Assessment Category ‘V’ Develop Equal No Barriers Barriers Barriers Category ‘W’ Protect Equal No Barriers No Barriers Barriers Category ‘X’ Protect Equal No Barriers Some Barriers No Barriers Determining the value Gap for your customer and for your business by category
    16. 16. Category Name Recommend Customer Management Model Category ‘V’ Strategic Customer Management Category ‘W’ Basic Customer Management Category ‘X’ Basic Selling One of four possible Customer Engagement recommendations … What is the size of the Prize What approach do we need to take...
    17. 17. Quantifying the potential of your Business by Category . Construct an Objective review as to which customer you believe can deliver you the results – Which customers should we invest in? Evaluate the opportunity across Customers
    18. 18. Category Name Recommend Customer Management Model Category ‘V’ Strategic Customer Management Category ‘W’ Basic Customer Management Category ‘X’ Advanced Customer Management The nine individual dashboard analysis’ & assessments are assembled into a final outcome. One of four possible Customer Engagement recommendations … Strategic Customer Management Advanced Customer Management Level 3 Level 1 Level 4 Level 2 Basic Selling Basic Customer Management
    19. 19. Category Growth Drivers Product Place Promotion People Process Profit Level 4 Strategic Customer Management Category Growth Drivers Product Place Promotion People Process Level 3 Strategic Customer Management Category Growth Drivers Product Place Promotion Level 2 Basic Customer Management Category Growth Drivers Product Promotion Level 1 Basic Selling Proactive, Collaborative, Strategic Category & Shopper Dimension Customer Focused and Commercial Service Reliability, Transactional

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