Customer Relationship Management (CRM)
As mounting global competition makes products and services increasingly similar, customer relationships have become one of the most important assets of sales and marketing-driven businesses. Using value and needs-based customer segmentation, we work out the right strategy to access, gain and retain customers in the most efficient and effective way possible.
In brief
Customer-driven growth strategies
The traditional split of tasks in gaining (sales) and retaining (CRM) customers no longer works. In mature or even declining markets, exploiting customer potential is the main driver of growth. Even in a booming market environment, the increasing diversity of customer needs and tastes has made it crucial to understand them and respond appropriately with offers tailored to individual needs.
Our comprehensive CRM Excellence approach helps our clients better understand their customers. Using value and needs-based customer segmentation, we work out the right strategy to access, gain and retain customers in the most efficient and effective way possible.
The Four Pillars of CRM Excellence are approaches to segmenting and then manage customers either directly, through channel partners or with loyalty programs:
- Customer segmentation: Understanding customer value, loyalty and needs
- Direct marketing/CRM: Setting up targeted one-to-one strategies
- Channel-based CRM: Managing customers through channel partners
- Loyalty programs: Developing effective customer loyalty programs
