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Case Study: Transforming a Business Through Individual Customer Attention


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Case Study: Transforming a Business Through Individual Customer Attention

  1. 1. Case study: Transforming Business Through Individual Customer Attention Advanced segmentation strategy influences customer and operational changes at a financial services company. COPYRIGHT © 2014. ALL RIGHTS PROTECTED AND RESERVED.
  2. 2. The Challenge: Understanding the End Customer and Responding Appropriately Challenge: There is a shift toward an end-customer focus within the insurance industry as competition grows and the marketable customer base expands. A leading multinational company, based in South Africa, embarked on an organizationwide transformation program of its corporate insurance arm, which involved enhancing its business and operating model in response to the changing trends. As the first step in defining a customercentric business model, the organization required a full understanding of its end customers, then based on that knowledge, a plan on how to service them. Peppers & Rogers Group was tasked with identifying the different customer groups, and developing detailed customer value propositions for them. The team was also tasked with determining the appropriate sales and service model for these customers. 2
  3. 3. The Approach: Understanding the Customer Through Quantitative and Qualitative Insights The company was still in the early stages of understanding its end customers, primarily through customer surveys and external studies. The team leveraged these studies when evaluating internal customers, and enhanced these insights using customer value metrics. Demographic information, such as age and life stage, was also included. This allowed the organization to provide the correct treatment and offerings to the correct customer at the most appropriate time. The team investigated internal customer information and conducted interviews with key departments within the organization. This allowed the team to obtain a full understanding of the current situation and to identify areas that required enhancement. After the assessment, each end customer was placed into a relevant segment that contained detailed quantitative and qualitative profiles. These insights enabled comprehensive customer value propositions to be created, and an actionable sales and service model to be identified. Areas of improvement to enable this enhanced customer engagement were also highlighted as part of the implementation plan. A quantitative assessment of the company’s corporate clients was also conducted and provided insight on the nature of the clients serviced by the company, as well as its sources of profit and loss. Based on these insights, the team provided recommendations on the propositions for its corporate clients, as well as recommendations on pricing enhancements. 3
  4. 4. Insights & Outcomes: Individual Customer Focus Insights & Outcomes: Based on Peppers & Rogers Group’s recommendations, the company is currently implementing the findings in its business as usual activities, as well as using the insights to enhance its current operating model. This is possible as the company can now identify its end customers uniquely, as well as having a handbook to guide the treatment of them. 4
  5. 5. Corporate Headquarters: 9197 South Peoria St Englewood, CO 80112 United States +1 (203) 989-2200 COPYRIGHT © 2014. ALL RIGHTS PROTECTED AND RESERVED. The information contained in this document, much of which is confidential to Peppers & Rogers Group, is for the sole use of the intended recipients. No part of this document may be reproduced in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of Peppers & Rogers Group. Peppers & Rogers Group is a division of TeleTech.