Customer Relationship Management (CRM) aims to maximize customer intelligence to drive profitable growth through acquisition, penetration and retention. Effective CRM requires customer analytics to understand customers and improve returns. CGE&Y's Intelligent Customer Growth approach provides a single view of customers, robust analytics and closed-loop performance management to help companies better understand customers and make data-driven decisions.

1. HIGH GROWTH CONSULTING
CUSTOMER RELATIONSHIP MANAGEMENT
ICG One View & Insight: Powering Growth Through
Customer Intelligence
WHAT IS CRM?
Customer Relationship Management
(CRM) is a process by which a company
maximizes customer focused intelligence to
power profitable growth through acquisition,
penetration, and retention of its customers.
The primary goals of CRM are to:
• Build long term profitable relationships
with the most valuable potential and
existing customers.
• Get closer to those customers at
every point of contact.
• Maximize your company’s share of
the customers wallet.
IS YOUR CRM STRATEGY
POWERING GROWTH?
Effective CRM depends on customer-focused
intelligence. Without customer
intelligence, your customers will largely
remain a mystery. Your company must con-tinuously
learn from interactions and trans-actions
with your customers and respond to
the knowledge gained from every contact. If
your CRM projects do not enable your
organization to turn the massive amounts of
data generated by your customer interaction
systems into meaningful, actionable infor-mation,
you will not be able to improve the
return on your CRM investments. The
importance of customer analytics and intel-ligence
is underscored by industry analysts
and subject matter specialists:
“In 100% of the CRM projects we’ve
seen that lack CRM analysis, there was a
total and complete inability to effect change
in the customer relationship and improve
the return on the customer relationship.”
Elizabeth Shahnam
VP, Infusion: CRM Meta Group
GET FOCUSED
Intelligent Customer Growth (ICG) is
CGE&Y’s comprehensive approach for driv-ing
increased customer growth and maxi-mizing
the return on your company’s CRM
investment. ICG is supported by three foun-dational
concepts that empower your com-pany
to unleash and exploit the benefits of
customer intelligence :
• A Single View of the Customer
• Robust Customer Analytics
• Closed Loop Performance
Management.
SOLUTIONFRONT
ICG One View Provides A Single
View of the Customer
When tackling the area of customer
intelligence, it is critical to understand that
customer data collected and stored in front
office and back office systems must come
together to provide one integrated view of
the customer across all points of contact.
CGE&Y’s approach focuses on enabling this
holistic, seamless look at the customer. ICG
One View provides a data model and core
technology architecture for implementing a
centralized customer datamart that scales
with your company’s growth. It presents
you with a unified view of the customer by
integrating valuable data from front and
back office systems related to all customer
contacts. By supporting customer analytics
across financial, operational and customer-facing
systems, ICG One View will help
your company improve performance on all
customer-facing dimensions.
ICG Insight Provides Robust
Customer Analytics and Closed Loop
Performance Management
Determining the critical information
necessary to power profitable growth
involves two key steps. First, you must
Closed Loop Performance Management
Robust Customer Analytics
Single View
of the
Customer

2. decide what metrics matter most to the
business. And second, you must make
value-added information about those
metrics available to key decision makers
throughout your company.
CGE&Y addresses the first chal-lenge
through ICG Insight. Using data
made available through the centralized
customer datamart, the ICG Insight
Dashboard provides your company
with recommended, growth-oriented
metrics in the areas of customer acqui-sition,
penetration and retention.
Drawing from foundational and
enhanced analytics capabilities, data
related to each of your company’s key
metrics (such as customer profitability
and up-sell/cross-sell sell rates on cam-paigns)
is translated into high impact
customer intelligence. This information
is then made available to executives
throughout your company to support
greater understanding of customer
behavior and to support improved
business decision making.
Measurable value is realized when
customer analytics result in actionable
decisions. The challenge you face as a
growing company is to understand the
insights and implications that stem from
customer analytics, take action to
implement appropriate improvements
and monitor the success of those efforts
throughout the business.
CGE&Y has focused on developing
specific Recommended Business Actions
(RBAs) that translate measurement
into action. For each of the recom-mended
metrics of ICG Insight,
CGE&Y has identified potential RBAs
to guide your executives on leading
practices and possible actions that
they should take to more effectively
power customer growth.
For example, if churn is too high
within your customer base, specific rec-ommendations
are made to reduce the
problem through innovative loyalty pro-grams
and personalized service for high
value customers. Further, by monitor-ing
the impact of new investments and
reducing churn, your company can
determine how effective your new pro-grams
are and what kind of quantitative
return they yield for the company. This
closed-loop approach to managing busi-ness
performance ensures that your
company doesn’t just collect interesting
data – it takes action on critical cus-tomer
intelligence.
CHOOSE A WINNING
PARTNER
While there are different technolo-gy
providers that can be used to opera-tionalize
CGE&Y’s ICG One View and
ICG Insight offerings, CGE&Y has a col-laborative
and unique partnership with
Hyperion Solutions. Hyperion Solutions
is a recognized market leader in the
business analysis software market, with
over 6,000 customers worldwide bene-fiting
from its Online Analytical
Processing (OLAP) technology and
packaged analytic applications.
Based on Hyperion’s eCRM Analysis
Suite, CGE&Y and Hyperion have pre-defined
recommended CRM metrics,
data requirements, linkages to opera-tional
systems and a “starter set” of
reports and analysis of interest to most
High Growth companies. CGE&Y’s
ICG solutions, incorporating Hyperion’s
technology, provide your company with
the technology to build the centralized
datamart and dashboard that enables
your company to capture, analyze, dis-seminate
and monitor valuable informa-tion
on potential and existing cus-tomers.
Hyperion’s family of packaged
eCRM analysis applications and market-leading
OLAP technology, combined
with CGE&Y’s tailored implementation
methodology, process, and industry
expertise, accelerate the project, reduce
risk and help drive your company’s
CRM success.
TAKE ACTION
“Measurement turns vision into
strategy and strategy into fact.
Measurement lies at the very heart of
both vision and strategy.”
Fredrick Reichheld
The Loyalty Effect
Companies with the best data and
the ability to measure, analyze, act and
deliver tailored products and services to
their customer will achieve profitable
growth. CGE&Y will help you turn your
company’s CRM vision, strategy, and
growth orientation into fact through our
ICG offerings.
2000/5,000E/V1/ Contact: Cap Gemini Ernst & Young...