SlideShare une entreprise Scribd logo
1  sur  21
Télécharger pour lire hors ligne
Customer Relationship: Can you keep up ?
Customer Relationship: Can you keep up ?
Customer relationship can be the difference between winning
and losing business. If there is no real product unique selling
proposition, CR is the tool for winning business. Services Executive
‘‘
‘‘
Customer relationship has become a pressing issue
For the interviewees, the main business objective
for Customer Relationship is …
53%Loyalty & Retention
Retaining customers by extending the customer
lifecycle and by giving them more reasons for brand
preference is what companies are striving for.
The alternative, hunting new customers, is just too
costly and time-consuming.
40%Differentiation
Building unique market positioning avoids
commoditization and price pressure.
But when this is not possible, CR can make the
difference.
Customer Relationship: Can you keep up ?
85 %
Of the interviewees think
digitalization and its effect
is a priority
Propose new services,
especially with apps, and
push personalized offers.
More frequent touchpoints,
interactivity and
engagement.
Gaining valuable customer
information.
Three benefits of
multichannel and mobile
marketing
1 2 3
Challenges on the way to digitalization
Brand Challenge
When it comes to branding there must be consistency across all online and offline
channels. Whether connecting with customers through a brochure or blog, a website or
newsletter, the brand values and messaging must not vary.
Organizational Challenge
Digitalization has changed customers’ expectation with regard to how they interact with
brands and this in turn has created the need for organizational changes to deal with this.
Putting these changes into effect, and making the investments needed to support them,
are easier said than done.
People Challenge
While using digital technology is second nature to employees who are digital
natives, or those who have grown up using it, the digital migrants among company
staff need to be supported and reassured about its use.
Failure to do so could lead to worsening CR in an environment where customers
are more demanding and informed.
The Social Media question – 3 main challenges
1. Controlling versus letting go
We voluntarily don’t have a web moderator, Consumers are free
to give their opinions on our brand and products. What’s key is
to be credible. Retail Executive
‘‘
‘‘
In our company, social media falls between communication and
CR. We struggled with it for years until we decided to define
clear roles and responsibilities depending on the scope or
type of requests. Services Executive
‘‘
‘‘
We are realizing that it is simply not feasible to have a presence
on all major social networking platforms. We have to prioritize
the places where a presence would be most beneficial.
‘‘
‘‘
2. Defining consistent rules
3. Defining your territory
Customer Relationship: Can you keep up ?
Fatigue is real, with new customers who often have an “I have
this already” attitude. Telecommunications executive
‘‘
‘‘
50%Percentage of FMCG
and financial service
interviewees for whom
customer fatigue is an
increasingly important
concern.
55%Percentage of
interviewees for
whom customer
knowledge and
feedback are priority
issues.
Companies want more and more knowledge and
feedback but need to avoid customer fatigue
Implementing a “voice of customer” culture
is a key challenge for customer relationship
Create a customer relationship committee Encourage employees to get closer to
clients and listen to them
Carefully select who you want to talk
to, who should talk to them and how
Measure, measure and measure again!
1 2 3 4 5
Customer Relationship: Can you keep up ?
48%
of interviewees
think
standardization
vs. customization
is a top-of-mind
question
The main challenge is to build a global framework not only from the top-down
but also from the bottom-up. The aim is to find the right balance between the
non-negotiable parts of CR and what should be left to local initiative.
Customer Relationship: Can you keep up ?
Clarify the CR function
Where does it start? Where does it end?
Role, organization and reporting line
Improve the internal perception
While there is no magic formula that will solve this, there is a
growing trend to have a dedicated CR department with a
transverse role, often reporting directly to the CEO
Break the silos
Businesses need to adapt and remove the
distinctions between digital and physical, before
and after sales, as well as among the different
departments involved
Rethink performance
measurement and indicators
Clearer, more defined and appropriate KPIs will give a better
indication of how CR is doing.
Instill a new management culture
Encourage trust, responsibility, accountability and initiative and
find your customer relationship heroes.
Take a long-term view of CR
investments – they will pay off
Despite the potential growth they could generate, long-term
CR investments are often sidelined in favor of short-term savings.
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
5
Customer Relationship: Can you keep up ?
Direct Value Driver
CR should be a
profit center,
possibly the first.
Technical and Caring
Personalized
Ambassador
Trust, Transparency
and Choice
People who have
CR roles should
have
the technical
skills to manage
the speed of
technological
changes while
having the soft
skills to
handle the
human and
emotional effects
of this.
Treat each
customer as the
individual he or
she is.
Customers
should become
the biggest
ambassadors
of the brand and
the first CR
representatives. Respect the
fundamentals of
trust and
sincerity, and
do not force your
customers into a
tight relationship.
Find the full 40-page report online
www.kea-partners.com
Customer Relationship: Can you keep up ?
Customer Relationship: Can you keep up ?

Contenu connexe

Tendances

Creating The Best Customer Experience CX Strategy Complete Decks
Creating The Best Customer Experience CX Strategy Complete DecksCreating The Best Customer Experience CX Strategy Complete Decks
Creating The Best Customer Experience CX Strategy Complete DecksSlideTeam
 
7 steps to successful customer experience measurement programs
7 steps to successful customer experience measurement programs7 steps to successful customer experience measurement programs
7 steps to successful customer experience measurement programsDatafield
 
Customer Satisfaction Guaranteed
Customer Satisfaction GuaranteedCustomer Satisfaction Guaranteed
Customer Satisfaction GuaranteedLisa Muller
 
Is recruitment your pain?
Is recruitment your pain?Is recruitment your pain?
Is recruitment your pain?Amplifinity
 
Target-Engage-Support: The definitive guide to online customer interaction
Target-Engage-Support: The definitive guide to online customer interactionTarget-Engage-Support: The definitive guide to online customer interaction
Target-Engage-Support: The definitive guide to online customer interactionGianluca Ferranti
 
Cracking the Code on Insurance Company Customer Loyalty
Cracking the Code on Insurance Company Customer LoyaltyCracking the Code on Insurance Company Customer Loyalty
Cracking the Code on Insurance Company Customer LoyaltyCalabrio
 
Moving Beyond Customer Experience Towards Customer Engagement
Moving Beyond Customer Experience Towards Customer EngagementMoving Beyond Customer Experience Towards Customer Engagement
Moving Beyond Customer Experience Towards Customer EngagementSeymourSloan
 
Social Fresh Tampa 2011: The Social Engagement Journey w/ Kristy Bolsinger
Social Fresh Tampa 2011: The Social Engagement Journey w/ Kristy BolsingerSocial Fresh Tampa 2011: The Social Engagement Journey w/ Kristy Bolsinger
Social Fresh Tampa 2011: The Social Engagement Journey w/ Kristy BolsingerSocial Fresh Conference
 
White paper - Customer Experience Transformation
White paper - Customer Experience TransformationWhite paper - Customer Experience Transformation
White paper - Customer Experience TransformationPablo Junco
 
CCW Executive Report: Customer Experience
CCW Executive Report: Customer ExperienceCCW Executive Report: Customer Experience
CCW Executive Report: Customer ExperienceNicole Leong
 
An introduction to Customer Experience Management
An introduction to Customer Experience ManagementAn introduction to Customer Experience Management
An introduction to Customer Experience ManagementOnno Romijn
 
De-Duping: the Great Unknown in Affiliate Marketing
De-Duping: the Great Unknown in Affiliate MarketingDe-Duping: the Great Unknown in Affiliate Marketing
De-Duping: the Great Unknown in Affiliate MarketingAffiliate Summit
 
Customer Service Struggle
Customer Service StruggleCustomer Service Struggle
Customer Service Struggleianrowley
 
Seven steps-better-customer-experience-management
Seven steps-better-customer-experience-managementSeven steps-better-customer-experience-management
Seven steps-better-customer-experience-managementAnoop Mishra
 
Mc Insurance Industry White Paper Final
Mc Insurance Industry White Paper FinalMc Insurance Industry White Paper Final
Mc Insurance Industry White Paper Finalturnesim
 
Customer Satisfaction & Operational Improvement
Customer Satisfaction & Operational ImprovementCustomer Satisfaction & Operational Improvement
Customer Satisfaction & Operational ImprovementMary Jo Martin
 
CCP_Contact_Center_Contribution_to_CEM
CCP_Contact_Center_Contribution_to_CEMCCP_Contact_Center_Contribution_to_CEM
CCP_Contact_Center_Contribution_to_CEMDavid Howard
 

Tendances (20)

Creating The Best Customer Experience CX Strategy Complete Decks
Creating The Best Customer Experience CX Strategy Complete DecksCreating The Best Customer Experience CX Strategy Complete Decks
Creating The Best Customer Experience CX Strategy Complete Decks
 
7 steps to successful customer experience measurement programs
7 steps to successful customer experience measurement programs7 steps to successful customer experience measurement programs
7 steps to successful customer experience measurement programs
 
Customer Satisfaction Guaranteed
Customer Satisfaction GuaranteedCustomer Satisfaction Guaranteed
Customer Satisfaction Guaranteed
 
Is recruitment your pain?
Is recruitment your pain?Is recruitment your pain?
Is recruitment your pain?
 
DISSERTATION-Project Overview
DISSERTATION-Project OverviewDISSERTATION-Project Overview
DISSERTATION-Project Overview
 
Target-Engage-Support: The definitive guide to online customer interaction
Target-Engage-Support: The definitive guide to online customer interactionTarget-Engage-Support: The definitive guide to online customer interaction
Target-Engage-Support: The definitive guide to online customer interaction
 
Cracking the Code on Insurance Company Customer Loyalty
Cracking the Code on Insurance Company Customer LoyaltyCracking the Code on Insurance Company Customer Loyalty
Cracking the Code on Insurance Company Customer Loyalty
 
Moving Beyond Customer Experience Towards Customer Engagement
Moving Beyond Customer Experience Towards Customer EngagementMoving Beyond Customer Experience Towards Customer Engagement
Moving Beyond Customer Experience Towards Customer Engagement
 
Social Fresh Tampa 2011: The Social Engagement Journey w/ Kristy Bolsinger
Social Fresh Tampa 2011: The Social Engagement Journey w/ Kristy BolsingerSocial Fresh Tampa 2011: The Social Engagement Journey w/ Kristy Bolsinger
Social Fresh Tampa 2011: The Social Engagement Journey w/ Kristy Bolsinger
 
White paper - Customer Experience Transformation
White paper - Customer Experience TransformationWhite paper - Customer Experience Transformation
White paper - Customer Experience Transformation
 
CCW Executive Report: Customer Experience
CCW Executive Report: Customer ExperienceCCW Executive Report: Customer Experience
CCW Executive Report: Customer Experience
 
An introduction to Customer Experience Management
An introduction to Customer Experience ManagementAn introduction to Customer Experience Management
An introduction to Customer Experience Management
 
Present & Future: Customer Service
Present & Future: Customer ServicePresent & Future: Customer Service
Present & Future: Customer Service
 
The Measure of Customer Experience
The Measure of Customer ExperienceThe Measure of Customer Experience
The Measure of Customer Experience
 
De-Duping: the Great Unknown in Affiliate Marketing
De-Duping: the Great Unknown in Affiliate MarketingDe-Duping: the Great Unknown in Affiliate Marketing
De-Duping: the Great Unknown in Affiliate Marketing
 
Customer Service Struggle
Customer Service StruggleCustomer Service Struggle
Customer Service Struggle
 
Seven steps-better-customer-experience-management
Seven steps-better-customer-experience-managementSeven steps-better-customer-experience-management
Seven steps-better-customer-experience-management
 
Mc Insurance Industry White Paper Final
Mc Insurance Industry White Paper FinalMc Insurance Industry White Paper Final
Mc Insurance Industry White Paper Final
 
Customer Satisfaction & Operational Improvement
Customer Satisfaction & Operational ImprovementCustomer Satisfaction & Operational Improvement
Customer Satisfaction & Operational Improvement
 
CCP_Contact_Center_Contribution_to_CEM
CCP_Contact_Center_Contribution_to_CEMCCP_Contact_Center_Contribution_to_CEM
CCP_Contact_Center_Contribution_to_CEM
 

En vedette

1309 exclusive motion_digital et retail - l'heure des transformations
1309 exclusive motion_digital et retail - l'heure des transformations1309 exclusive motion_digital et retail - l'heure des transformations
1309 exclusive motion_digital et retail - l'heure des transformationsymigotto
 
Digitalisation de l'entreprise : un impératif de performance
Digitalisation de l'entreprise : un impératif de performanceDigitalisation de l'entreprise : un impératif de performance
Digitalisation de l'entreprise : un impératif de performanceGCX Conseil
 
Baromètre de la transformation digitale - Les secrets des Super Héros du Digi...
Baromètre de la transformation digitale - Les secrets des Super Héros du Digi...Baromètre de la transformation digitale - Les secrets des Super Héros du Digi...
Baromètre de la transformation digitale - Les secrets des Super Héros du Digi...polenumerique33
 
[HUBFORUM Paris] Digital transformation is NOW ! - Emmanuel Vivier
[HUBFORUM Paris] Digital transformation is NOW ! - Emmanuel Vivier[HUBFORUM Paris] Digital transformation is NOW ! - Emmanuel Vivier
[HUBFORUM Paris] Digital transformation is NOW ! - Emmanuel VivierHUB INSTITUTE
 
Du parcours client à l'optimisation de l'expérience client
Du parcours client à l'optimisation de l'expérience clientDu parcours client à l'optimisation de l'expérience client
Du parcours client à l'optimisation de l'expérience clientSoft Computing
 
La Transformation digitale en entreprise
La Transformation digitale en entrepriseLa Transformation digitale en entreprise
La Transformation digitale en entrepriseKantar
 
Transformation digitale : effet de mode ou révolution ?
Transformation digitale : effet de mode ou révolution ? Transformation digitale : effet de mode ou révolution ?
Transformation digitale : effet de mode ou révolution ? Publicis Consultants
 
041114 présentation digital transformation - e. duguay- sciences po
041114   présentation digital transformation - e. duguay- sciences po041114   présentation digital transformation - e. duguay- sciences po
041114 présentation digital transformation - e. duguay- sciences poEmmanuel Duguay
 
Livre blanc "10 Best Practices parcours et expérience clients 2016" Different...
Livre blanc "10 Best Practices parcours et expérience clients 2016" Different...Livre blanc "10 Best Practices parcours et expérience clients 2016" Different...
Livre blanc "10 Best Practices parcours et expérience clients 2016" Different...Different FactorY
 
Swiss Retail Forum 2015 - La digitalisation du point de vente est en marche
Swiss Retail Forum 2015 - La digitalisation du point de vente est en marcheSwiss Retail Forum 2015 - La digitalisation du point de vente est en marche
Swiss Retail Forum 2015 - La digitalisation du point de vente est en marcheUNIVERSRETAIL
 

En vedette (10)

1309 exclusive motion_digital et retail - l'heure des transformations
1309 exclusive motion_digital et retail - l'heure des transformations1309 exclusive motion_digital et retail - l'heure des transformations
1309 exclusive motion_digital et retail - l'heure des transformations
 
Digitalisation de l'entreprise : un impératif de performance
Digitalisation de l'entreprise : un impératif de performanceDigitalisation de l'entreprise : un impératif de performance
Digitalisation de l'entreprise : un impératif de performance
 
Baromètre de la transformation digitale - Les secrets des Super Héros du Digi...
Baromètre de la transformation digitale - Les secrets des Super Héros du Digi...Baromètre de la transformation digitale - Les secrets des Super Héros du Digi...
Baromètre de la transformation digitale - Les secrets des Super Héros du Digi...
 
[HUBFORUM Paris] Digital transformation is NOW ! - Emmanuel Vivier
[HUBFORUM Paris] Digital transformation is NOW ! - Emmanuel Vivier[HUBFORUM Paris] Digital transformation is NOW ! - Emmanuel Vivier
[HUBFORUM Paris] Digital transformation is NOW ! - Emmanuel Vivier
 
Du parcours client à l'optimisation de l'expérience client
Du parcours client à l'optimisation de l'expérience clientDu parcours client à l'optimisation de l'expérience client
Du parcours client à l'optimisation de l'expérience client
 
La Transformation digitale en entreprise
La Transformation digitale en entrepriseLa Transformation digitale en entreprise
La Transformation digitale en entreprise
 
Transformation digitale : effet de mode ou révolution ?
Transformation digitale : effet de mode ou révolution ? Transformation digitale : effet de mode ou révolution ?
Transformation digitale : effet de mode ou révolution ?
 
041114 présentation digital transformation - e. duguay- sciences po
041114   présentation digital transformation - e. duguay- sciences po041114   présentation digital transformation - e. duguay- sciences po
041114 présentation digital transformation - e. duguay- sciences po
 
Livre blanc "10 Best Practices parcours et expérience clients 2016" Different...
Livre blanc "10 Best Practices parcours et expérience clients 2016" Different...Livre blanc "10 Best Practices parcours et expérience clients 2016" Different...
Livre blanc "10 Best Practices parcours et expérience clients 2016" Different...
 
Swiss Retail Forum 2015 - La digitalisation du point de vente est en marche
Swiss Retail Forum 2015 - La digitalisation du point de vente est en marcheSwiss Retail Forum 2015 - La digitalisation du point de vente est en marche
Swiss Retail Forum 2015 - La digitalisation du point de vente est en marche
 

Similaire à Customer Relationship: Can you keep up ?

PM Forum - Experience the difference
PM Forum - Experience the differencePM Forum - Experience the difference
PM Forum - Experience the differenceBen Sutton
 
Slide share Institute for Quality Assurance London - QualityWorld Customer ...
Slide share   Institute for Quality Assurance London - QualityWorld Customer ...Slide share   Institute for Quality Assurance London - QualityWorld Customer ...
Slide share Institute for Quality Assurance London - QualityWorld Customer ...Dr. Ted Marra
 
Forbes-Report-Final-Web
Forbes-Report-Final-WebForbes-Report-Final-Web
Forbes-Report-Final-WebStelios Nika
 
The New Sauce For Retention & Customer Engagement
The New Sauce For Retention & Customer Engagement The New Sauce For Retention & Customer Engagement
The New Sauce For Retention & Customer Engagement Dave Seminsky
 
The Changing Nature of the Customer Relationship
The Changing Nature of the Customer RelationshipThe Changing Nature of the Customer Relationship
The Changing Nature of the Customer RelationshipLisa Lowman Herndon
 
The Changing Nature of the Customer Relationship by North Highlandd
The Changing Nature of the Customer Relationship by North HighlanddThe Changing Nature of the Customer Relationship by North Highlandd
The Changing Nature of the Customer Relationship by North HighlanddBrooke Novak
 
Customer experience excellence_c_porsche_consulting_2020
Customer experience excellence_c_porsche_consulting_2020Customer experience excellence_c_porsche_consulting_2020
Customer experience excellence_c_porsche_consulting_2020ssuserbe3cd7
 
The Changing Nature of the Customer Relationship
The Changing Nature of the Customer RelationshipThe Changing Nature of the Customer Relationship
The Changing Nature of the Customer Relationshipmichellereape
 
suitecx Thought Leadership: Balancing Customer Needs
suitecx Thought Leadership:  Balancing Customer Needssuitecx Thought Leadership:  Balancing Customer Needs
suitecx Thought Leadership: Balancing Customer Needssuitecx
 
Ring central engage-whitepaper-empowering-agents
Ring central engage-whitepaper-empowering-agentsRing central engage-whitepaper-empowering-agents
Ring central engage-whitepaper-empowering-agentsClubCX
 
Cronin 2022 Trends March 2022
Cronin 2022 Trends March 2022Cronin 2022 Trends March 2022
Cronin 2022 Trends March 2022MiaWalters1
 
Decoding The Chief Customer Officer: How forward thinking retailers are evolving
Decoding The Chief Customer Officer: How forward thinking retailers are evolvingDecoding The Chief Customer Officer: How forward thinking retailers are evolving
Decoding The Chief Customer Officer: How forward thinking retailers are evolvingFran Sykes
 
How To Transform Digital Customer Experiences For The Connected Customer
How To Transform Digital Customer Experiences For The Connected CustomerHow To Transform Digital Customer Experiences For The Connected Customer
How To Transform Digital Customer Experiences For The Connected CustomerBrian Solis
 
Learn about consumer intelligence to enhance consumer experience
Learn about consumer intelligence to enhance consumer experience Learn about consumer intelligence to enhance consumer experience
Learn about consumer intelligence to enhance consumer experience Jaiveer Singh
 
Report: B2B Loyalty, The B2C Way‏
Report: B2B Loyalty, The B2C Way‏Report: B2B Loyalty, The B2C Way‏
Report: B2B Loyalty, The B2C Way‏Mohamed Mahdy
 
Customer experience programs in b2b - Analysegruppen whitepaper 2014
Customer experience programs in b2b - Analysegruppen whitepaper 2014Customer experience programs in b2b - Analysegruppen whitepaper 2014
Customer experience programs in b2b - Analysegruppen whitepaper 2014ag analytics a/s
 

Similaire à Customer Relationship: Can you keep up ? (20)

PM Forum - Experience the difference
PM Forum - Experience the differencePM Forum - Experience the difference
PM Forum - Experience the difference
 
Slide share Institute for Quality Assurance London - QualityWorld Customer ...
Slide share   Institute for Quality Assurance London - QualityWorld Customer ...Slide share   Institute for Quality Assurance London - QualityWorld Customer ...
Slide share Institute for Quality Assurance London - QualityWorld Customer ...
 
Forbes-Report-Final-Web
Forbes-Report-Final-WebForbes-Report-Final-Web
Forbes-Report-Final-Web
 
The New Sauce For Retention & Customer Engagement
The New Sauce For Retention & Customer Engagement The New Sauce For Retention & Customer Engagement
The New Sauce For Retention & Customer Engagement
 
The Changing Nature of the Customer Relationship
The Changing Nature of the Customer RelationshipThe Changing Nature of the Customer Relationship
The Changing Nature of the Customer Relationship
 
The Changing Nature of the Customer Relationship by North Highlandd
The Changing Nature of the Customer Relationship by North HighlanddThe Changing Nature of the Customer Relationship by North Highlandd
The Changing Nature of the Customer Relationship by North Highlandd
 
Customer experience excellence_c_porsche_consulting_2020
Customer experience excellence_c_porsche_consulting_2020Customer experience excellence_c_porsche_consulting_2020
Customer experience excellence_c_porsche_consulting_2020
 
The Changing Nature of the Customer Relationship
The Changing Nature of the Customer RelationshipThe Changing Nature of the Customer Relationship
The Changing Nature of the Customer Relationship
 
suitecx Thought Leadership: Balancing Customer Needs
suitecx Thought Leadership:  Balancing Customer Needssuitecx Thought Leadership:  Balancing Customer Needs
suitecx Thought Leadership: Balancing Customer Needs
 
Ring central engage-whitepaper-empowering-agents
Ring central engage-whitepaper-empowering-agentsRing central engage-whitepaper-empowering-agents
Ring central engage-whitepaper-empowering-agents
 
Cronin 2022 Trends March 2022
Cronin 2022 Trends March 2022Cronin 2022 Trends March 2022
Cronin 2022 Trends March 2022
 
Decoding The Chief Customer Officer: How forward thinking retailers are evolving
Decoding The Chief Customer Officer: How forward thinking retailers are evolvingDecoding The Chief Customer Officer: How forward thinking retailers are evolving
Decoding The Chief Customer Officer: How forward thinking retailers are evolving
 
How To Transform Digital Customer Experiences For The Connected Customer
How To Transform Digital Customer Experiences For The Connected CustomerHow To Transform Digital Customer Experiences For The Connected Customer
How To Transform Digital Customer Experiences For The Connected Customer
 
Session 1 - Introduction to Customer Experience Management.ppt
Session 1 - Introduction to Customer Experience Management.pptSession 1 - Introduction to Customer Experience Management.ppt
Session 1 - Introduction to Customer Experience Management.ppt
 
Learn about consumer intelligence to enhance consumer experience
Learn about consumer intelligence to enhance consumer experience Learn about consumer intelligence to enhance consumer experience
Learn about consumer intelligence to enhance consumer experience
 
Marketing leadership report web 1
Marketing leadership report web 1Marketing leadership report web 1
Marketing leadership report web 1
 
Crm project
Crm projectCrm project
Crm project
 
Report: B2B Loyalty, The B2C Way‏
Report: B2B Loyalty, The B2C Way‏Report: B2B Loyalty, The B2C Way‏
Report: B2B Loyalty, The B2C Way‏
 
Customer experience programs in b2b - Analysegruppen whitepaper 2014
Customer experience programs in b2b - Analysegruppen whitepaper 2014Customer experience programs in b2b - Analysegruppen whitepaper 2014
Customer experience programs in b2b - Analysegruppen whitepaper 2014
 
Loyalty industry
Loyalty industryLoyalty industry
Loyalty industry
 

Dernier

CXO 2.0 Conference (Event Information Deck | Dec'24-Mar'25)
CXO 2.0 Conference (Event Information Deck | Dec'24-Mar'25)CXO 2.0 Conference (Event Information Deck | Dec'24-Mar'25)
CXO 2.0 Conference (Event Information Deck | Dec'24-Mar'25)CXO 2.0 Conference
 
Digital Marketing Training Program skills s
Digital Marketing Training Program skills sDigital Marketing Training Program skills s
Digital Marketing Training Program skills sgodxzyrox
 
EPC Contractors aspects Presentation.pdf
EPC Contractors  aspects Presentation.pdfEPC Contractors  aspects Presentation.pdf
EPC Contractors aspects Presentation.pdfGiuseppe Tommasone
 
L-1 VISA Business (Plan Sample) - Plan Writers
L-1 VISA Business (Plan Sample) - Plan WritersL-1 VISA Business (Plan Sample) - Plan Writers
L-1 VISA Business (Plan Sample) - Plan WritersPlan Writers
 
Importance of Commercial Vehicle Insurance.pptx
Importance of Commercial Vehicle Insurance.pptxImportance of Commercial Vehicle Insurance.pptx
Importance of Commercial Vehicle Insurance.pptxBonano Insurance
 
Bus Eth ch3 ppt.ppt business ethics and corporate social responsibilities ppt
Bus Eth ch3 ppt.ppt business ethics and corporate social responsibilities pptBus Eth ch3 ppt.ppt business ethics and corporate social responsibilities ppt
Bus Eth ch3 ppt.ppt business ethics and corporate social responsibilities pptendeworku
 
The Smart Bridge Interview now Veranda Learning
The Smart Bridge Interview now Veranda LearningThe Smart Bridge Interview now Veranda Learning
The Smart Bridge Interview now Veranda LearningNaval Singh
 
0311 National Accounts Online Giving Trends.pdf
0311 National Accounts Online Giving Trends.pdf0311 National Accounts Online Giving Trends.pdf
0311 National Accounts Online Giving Trends.pdfBloomerang
 
Reframing Requirements: A Strategic Approach to Requirement Definition, with ...
Reframing Requirements: A Strategic Approach to Requirement Definition, with ...Reframing Requirements: A Strategic Approach to Requirement Definition, with ...
Reframing Requirements: A Strategic Approach to Requirement Definition, with ...Jake Truemper
 
Business Models and Business Model Innovation
Business Models and Business Model InnovationBusiness Models and Business Model Innovation
Business Models and Business Model InnovationMichal Hron
 
A Comprehensive Case Study on the IL&FS Crisis (final).pptx
A Comprehensive Case Study on the IL&FS Crisis (final).pptxA Comprehensive Case Study on the IL&FS Crisis (final).pptx
A Comprehensive Case Study on the IL&FS Crisis (final).pptxShainaMaheshwari1
 
Streamlining Your Accounting A Guide to QuickBooks Migration Tools.pptx
Streamlining Your Accounting A Guide to QuickBooks Migration Tools.pptxStreamlining Your Accounting A Guide to QuickBooks Migration Tools.pptx
Streamlining Your Accounting A Guide to QuickBooks Migration Tools.pptxPaulBryant58
 
Benihana of Tokyo case study11111111.pdf
Benihana of Tokyo case study11111111.pdfBenihana of Tokyo case study11111111.pdf
Benihana of Tokyo case study11111111.pdfjavenxxx01
 
3BBE: THE FUTURE OF ECOMMERCE PRESENTATION - LOUIS MALAYBALAY
3BBE: THE FUTURE OF ECOMMERCE PRESENTATION - LOUIS MALAYBALAY3BBE: THE FUTURE OF ECOMMERCE PRESENTATION - LOUIS MALAYBALAY
3BBE: THE FUTURE OF ECOMMERCE PRESENTATION - LOUIS MALAYBALAYLouis Malaybalay
 
Young Woman Entrepreneur - Kaviya Cherian
Young Woman Entrepreneur - Kaviya CherianYoung Woman Entrepreneur - Kaviya Cherian
Young Woman Entrepreneur - Kaviya CherianCDEEPANVITA
 
ICv2 Hobby Games White Paper 2024 - State of the Industry
ICv2 Hobby Games White Paper 2024 - State of the IndustryICv2 Hobby Games White Paper 2024 - State of the Industry
ICv2 Hobby Games White Paper 2024 - State of the IndustryDennisViau
 
Strategic Resources Corporate Presentation - March 2024 Update
Strategic Resources Corporate Presentation - March 2024 UpdateStrategic Resources Corporate Presentation - March 2024 Update
Strategic Resources Corporate Presentation - March 2024 UpdateAdnet Communications
 
Wallet Pitch for startup fintech and loan
Wallet Pitch for startup fintech and loanWallet Pitch for startup fintech and loan
Wallet Pitch for startup fintech and loansujat8807
 
Olympus 38DL Plus Ultrasonic Thickness Gauge
Olympus 38DL Plus Ultrasonic Thickness GaugeOlympus 38DL Plus Ultrasonic Thickness Gauge
Olympus 38DL Plus Ultrasonic Thickness GaugeStephenKim86
 
Mist Cooling & Fogging System Company in Saudi Arabia
Mist Cooling & Fogging System Company in Saudi ArabiaMist Cooling & Fogging System Company in Saudi Arabia
Mist Cooling & Fogging System Company in Saudi Arabiaopstechsanjanasingh
 

Dernier (20)

CXO 2.0 Conference (Event Information Deck | Dec'24-Mar'25)
CXO 2.0 Conference (Event Information Deck | Dec'24-Mar'25)CXO 2.0 Conference (Event Information Deck | Dec'24-Mar'25)
CXO 2.0 Conference (Event Information Deck | Dec'24-Mar'25)
 
Digital Marketing Training Program skills s
Digital Marketing Training Program skills sDigital Marketing Training Program skills s
Digital Marketing Training Program skills s
 
EPC Contractors aspects Presentation.pdf
EPC Contractors  aspects Presentation.pdfEPC Contractors  aspects Presentation.pdf
EPC Contractors aspects Presentation.pdf
 
L-1 VISA Business (Plan Sample) - Plan Writers
L-1 VISA Business (Plan Sample) - Plan WritersL-1 VISA Business (Plan Sample) - Plan Writers
L-1 VISA Business (Plan Sample) - Plan Writers
 
Importance of Commercial Vehicle Insurance.pptx
Importance of Commercial Vehicle Insurance.pptxImportance of Commercial Vehicle Insurance.pptx
Importance of Commercial Vehicle Insurance.pptx
 
Bus Eth ch3 ppt.ppt business ethics and corporate social responsibilities ppt
Bus Eth ch3 ppt.ppt business ethics and corporate social responsibilities pptBus Eth ch3 ppt.ppt business ethics and corporate social responsibilities ppt
Bus Eth ch3 ppt.ppt business ethics and corporate social responsibilities ppt
 
The Smart Bridge Interview now Veranda Learning
The Smart Bridge Interview now Veranda LearningThe Smart Bridge Interview now Veranda Learning
The Smart Bridge Interview now Veranda Learning
 
0311 National Accounts Online Giving Trends.pdf
0311 National Accounts Online Giving Trends.pdf0311 National Accounts Online Giving Trends.pdf
0311 National Accounts Online Giving Trends.pdf
 
Reframing Requirements: A Strategic Approach to Requirement Definition, with ...
Reframing Requirements: A Strategic Approach to Requirement Definition, with ...Reframing Requirements: A Strategic Approach to Requirement Definition, with ...
Reframing Requirements: A Strategic Approach to Requirement Definition, with ...
 
Business Models and Business Model Innovation
Business Models and Business Model InnovationBusiness Models and Business Model Innovation
Business Models and Business Model Innovation
 
A Comprehensive Case Study on the IL&FS Crisis (final).pptx
A Comprehensive Case Study on the IL&FS Crisis (final).pptxA Comprehensive Case Study on the IL&FS Crisis (final).pptx
A Comprehensive Case Study on the IL&FS Crisis (final).pptx
 
Streamlining Your Accounting A Guide to QuickBooks Migration Tools.pptx
Streamlining Your Accounting A Guide to QuickBooks Migration Tools.pptxStreamlining Your Accounting A Guide to QuickBooks Migration Tools.pptx
Streamlining Your Accounting A Guide to QuickBooks Migration Tools.pptx
 
Benihana of Tokyo case study11111111.pdf
Benihana of Tokyo case study11111111.pdfBenihana of Tokyo case study11111111.pdf
Benihana of Tokyo case study11111111.pdf
 
3BBE: THE FUTURE OF ECOMMERCE PRESENTATION - LOUIS MALAYBALAY
3BBE: THE FUTURE OF ECOMMERCE PRESENTATION - LOUIS MALAYBALAY3BBE: THE FUTURE OF ECOMMERCE PRESENTATION - LOUIS MALAYBALAY
3BBE: THE FUTURE OF ECOMMERCE PRESENTATION - LOUIS MALAYBALAY
 
Young Woman Entrepreneur - Kaviya Cherian
Young Woman Entrepreneur - Kaviya CherianYoung Woman Entrepreneur - Kaviya Cherian
Young Woman Entrepreneur - Kaviya Cherian
 
ICv2 Hobby Games White Paper 2024 - State of the Industry
ICv2 Hobby Games White Paper 2024 - State of the IndustryICv2 Hobby Games White Paper 2024 - State of the Industry
ICv2 Hobby Games White Paper 2024 - State of the Industry
 
Strategic Resources Corporate Presentation - March 2024 Update
Strategic Resources Corporate Presentation - March 2024 UpdateStrategic Resources Corporate Presentation - March 2024 Update
Strategic Resources Corporate Presentation - March 2024 Update
 
Wallet Pitch for startup fintech and loan
Wallet Pitch for startup fintech and loanWallet Pitch for startup fintech and loan
Wallet Pitch for startup fintech and loan
 
Olympus 38DL Plus Ultrasonic Thickness Gauge
Olympus 38DL Plus Ultrasonic Thickness GaugeOlympus 38DL Plus Ultrasonic Thickness Gauge
Olympus 38DL Plus Ultrasonic Thickness Gauge
 
Mist Cooling & Fogging System Company in Saudi Arabia
Mist Cooling & Fogging System Company in Saudi ArabiaMist Cooling & Fogging System Company in Saudi Arabia
Mist Cooling & Fogging System Company in Saudi Arabia
 

Customer Relationship: Can you keep up ?

  • 3. Customer relationship can be the difference between winning and losing business. If there is no real product unique selling proposition, CR is the tool for winning business. Services Executive ‘‘ ‘‘ Customer relationship has become a pressing issue
  • 4. For the interviewees, the main business objective for Customer Relationship is … 53%Loyalty & Retention Retaining customers by extending the customer lifecycle and by giving them more reasons for brand preference is what companies are striving for. The alternative, hunting new customers, is just too costly and time-consuming. 40%Differentiation Building unique market positioning avoids commoditization and price pressure. But when this is not possible, CR can make the difference.
  • 6. 85 % Of the interviewees think digitalization and its effect is a priority Propose new services, especially with apps, and push personalized offers. More frequent touchpoints, interactivity and engagement. Gaining valuable customer information. Three benefits of multichannel and mobile marketing 1 2 3
  • 7. Challenges on the way to digitalization Brand Challenge When it comes to branding there must be consistency across all online and offline channels. Whether connecting with customers through a brochure or blog, a website or newsletter, the brand values and messaging must not vary. Organizational Challenge Digitalization has changed customers’ expectation with regard to how they interact with brands and this in turn has created the need for organizational changes to deal with this. Putting these changes into effect, and making the investments needed to support them, are easier said than done. People Challenge While using digital technology is second nature to employees who are digital natives, or those who have grown up using it, the digital migrants among company staff need to be supported and reassured about its use. Failure to do so could lead to worsening CR in an environment where customers are more demanding and informed.
  • 8. The Social Media question – 3 main challenges 1. Controlling versus letting go We voluntarily don’t have a web moderator, Consumers are free to give their opinions on our brand and products. What’s key is to be credible. Retail Executive ‘‘ ‘‘ In our company, social media falls between communication and CR. We struggled with it for years until we decided to define clear roles and responsibilities depending on the scope or type of requests. Services Executive ‘‘ ‘‘ We are realizing that it is simply not feasible to have a presence on all major social networking platforms. We have to prioritize the places where a presence would be most beneficial. ‘‘ ‘‘ 2. Defining consistent rules 3. Defining your territory
  • 10. Fatigue is real, with new customers who often have an “I have this already” attitude. Telecommunications executive ‘‘ ‘‘ 50%Percentage of FMCG and financial service interviewees for whom customer fatigue is an increasingly important concern. 55%Percentage of interviewees for whom customer knowledge and feedback are priority issues. Companies want more and more knowledge and feedback but need to avoid customer fatigue
  • 11. Implementing a “voice of customer” culture is a key challenge for customer relationship Create a customer relationship committee Encourage employees to get closer to clients and listen to them Carefully select who you want to talk to, who should talk to them and how Measure, measure and measure again! 1 2 3 4 5
  • 13. 48% of interviewees think standardization vs. customization is a top-of-mind question The main challenge is to build a global framework not only from the top-down but also from the bottom-up. The aim is to find the right balance between the non-negotiable parts of CR and what should be left to local initiative.
  • 15. Clarify the CR function Where does it start? Where does it end? Role, organization and reporting line Improve the internal perception While there is no magic formula that will solve this, there is a growing trend to have a dedicated CR department with a transverse role, often reporting directly to the CEO Break the silos Businesses need to adapt and remove the distinctions between digital and physical, before and after sales, as well as among the different departments involved
  • 16. Rethink performance measurement and indicators Clearer, more defined and appropriate KPIs will give a better indication of how CR is doing. Instill a new management culture Encourage trust, responsibility, accountability and initiative and find your customer relationship heroes. Take a long-term view of CR investments – they will pay off Despite the potential growth they could generate, long-term CR investments are often sidelined in favor of short-term savings. 0 0.5 1 1.5 2 2.5 3 3.5 4 4.5 5
  • 18. Direct Value Driver CR should be a profit center, possibly the first. Technical and Caring Personalized Ambassador Trust, Transparency and Choice People who have CR roles should have the technical skills to manage the speed of technological changes while having the soft skills to handle the human and emotional effects of this. Treat each customer as the individual he or she is. Customers should become the biggest ambassadors of the brand and the first CR representatives. Respect the fundamentals of trust and sincerity, and do not force your customers into a tight relationship.
  • 19. Find the full 40-page report online www.kea-partners.com