Customer Strategy and Experience
CRM Strategy
Everyone needs a plan. The idea of having a Customer Management vision, accompanying strategy and a roadmap may begin to sound like a luxury. In fact, as budgets get squeezed, priorities challenged and operating metrics scrutinised, it is even more important to have a clear idea of where you are going and how to get there. Due to our experience in CRM transformation and subject matter expertise, Cirquent can offer you a successful structure and way of working.
Read more about our Customer Management Strategy approach by downloading our Point of View document here.
A selection of our CRM strategy offerings:
-
CRM Strategy Review & Development
-
Business Case Development & Support
-
CRM Roadmap Development
-
Cross Channel CRM Programme Development & Management
-
CRM Impact Analysis
-
CRM Audit & Cost Analysis
-
Gap Analysis
-
Facilitated Strategy Workshops
-
CRM Package Selection
Customer Experience
We can all name examples of companies who deliver either an excellent or a very poor customer experience. What we know less about is how much or how little companies are consciously investing in the Customer Experience as a strategic asset. In the current context of Internet 2.0 - especially with the rise of social computing - your Customer Experiences are an open book. We see Customer Experience as a mature aspect of Customer Management, with a clear link to financial implications and an impact on the business as a whole.
'Bottom-up' or 'Top-Down'
We have a clear view on how to improve the Customer Experience across the different channels, segments and customer scenarios, whether this is 'Bottom-Up' (improving a single point in a desired Customer Experience strategy) or 'Top-Down' (improving the overall Customer Experience driven transformation programme). We have invested heavily in strong transformation capabilities and specific channel and industry expertise. As a result we are in a strong position to improve your Customer Experience. For more information, you can download our Customer Experience Point of View document here.
Net Promoter Score
In the current context many companies are now organising themselves to get a better understanding of the end-to-end Customer Experience, but are struggling to put their strategy into practice. Measurement of the Customer Experience is still an art of its own. A simple, but effective way to start measuring the Customer Experience is to introduce the Net Promoter Score. This method focuses on increasing referral rates and asks the following questions:
-
Who are your promoters (customers who positively refer and recommend your product/service to others)? Why?
-
What are your referral rates? How much is that worth?
-
Who are your detractors (those who are negative to others about your product/service)? Why? What do they say about you?
In most cases a short questionnaire is enough to answer these questions and can easily be applied across the different channels and levels of the organisation. Many Fortune 500 companies are using this methodology for its simplicity and the strong correlation between Net Promoter score and the company's average growth rate.
Net Promoter® is a registered trademark of Fred Reichheld, Satmetrix Inc. and Bain and Company.
A selection of our Customer Experience offerings:
-
Customer Experience Index
-
Customer Experience Transformation Programme Development & Management
-
Net Promoter Score
-
Customer Journey Mapping & Differentiated Customer Experience Design
-
Channel Audits: Customer Contact Centre, Retail Branch, Website
-
Primary Research & Competitive Analysis
-
Customer Experience Quick Wins
