Customer Engagement

Customer Engagement is a four-part approach to understand your customers, know how to reach them, understand what they value, and engage with them using the right propositions.

Organizations face a new environment where they are under pressure on multiple fronts at the same time. This is not new, but what is new is the degree of pressure and the speed of change is at an all-time high. Some hugely disruptive trends to focus on are:

• The new competitive and regulatory landscape – Accelerated consolidation to survive, new mature & emerging markets competitors, more regulation/more “active” governments, pressure to meet sustainability targets
• Changing customers – More value-oriented and less loyal, evolving values such as ‘Green’, ‘Trustworthy’, etc. , more diverse with distinct needs, never satisfied and more powerful
• Uncontrollable touchpoints – Reduced impact of traditional channels, ‘Anywhere, anytime’ consumers go mobile, All of touch points define customer experience, but it is impossible ‘to control’ them all.
• Consumers in control – Consumers are connected & empowered, Brand stewardship is now a team sport, Marketing, Sales and Service converge, Digital = real-time, requiring ‘agility’

Approach

Market Opportunity/Value Mapping

Strategic market and customer segmentation targeting sales revenues, customer loyalty and market share
Competitive analysis to understand competitive landscape in terms of required market and brand positioning
Market entry strategy including geographic coverage, product portfolio, price, dealer management, performance bench-marking and financials

Brand Strategy & Value Proposition

Brand growth strategy, starting with brand vision and re-defining portfolio of product innovations
Redefinition of current brand strategy/vision and translation to product, communication and channel interaction strategies

Product Mix Management

Product expansion to cover key segments of industry/customer mix propositions
Optimized product portfolio yielding cost savings without decreasing sales revenue from portfolio
Customer-centric pricing to boost annual revenue

Customer Experience Strategy

Customer experience strategy resulting in a differentiated and consistent customer approach
Design of key process leading to detailed implementation plan
Profiles of most important customer segments