Customer Management Planning Approach
You know you need to increase the value that your organisation is driving from its current and potential customer base. You suspect that a substantial degree of change is needed in the way you manage customers and prospects. You may have already invested in some components of your Customer Management capability: Customer Experience Mapping; CRM Technology; Customer Analytics; a Loyalty Programme; Satisfaction Research. Yet these individual elements are failing to deliver the sort of returns that you were expecting – assuming you knew what you should have been expecting. You know you need to get closer to ‘best practice’ but are not sure which are the most important areas to address with limited resources, and in any case, what is ‘best’ practice?