We clarified Customer needs, profiles and and priorities.
Four differentiated customer segments were developed to focus activities.
Collateral was developed as a starting point for performance management (objectives, expectations and reporting models).
The client issue
This leading services organisation needed to focus their limited resources more effectively. They had a lot of customers but were not sure how to approach a new way of working with clients to deliver greater returns. They needed some expertise to help.
Our approach
Our starting point was to meet with key stakeholders and review activities and expectations.
We took a detailed look at the current customer base and assessed detailed KPI’s relative to good practice. This considered current performance and future potential.
We correlated customer perception with potential to model of customer segments.
Key activities for sales teams to complete were identified for each specific segment and relevant performance measures & objectives were identified.
Deliverables
We provided a detailed profile of customer segmentation for this organisation that helped them to allocate resources more effectively.
This was supported with guidelines and templates for use in performance management activities with the business development teams.
Presentation collateral was developed for use by senior management in employee/internal communications activities.
