Customer Strategy and Product / Offering Portfolio
- Size and evaluate market potential, internal capabilities, future trends (tech, consumption, competition, etc.)
- Define where to play (target markets, customer (B2C) and account (B2B) segments), right to win (positioning and pricing) and how to play
- Define offerings in line with definition of where to play and right to win
Impact: Market share, EBIT, ROCE, new P&Ls and % share of revenue from new offerings
Customer Value Proposition
- Understand the customer and define personas
- Define a compelling value proposition to win more business from target customers (B2C / B2B2C) / account (for B2B) segments and markets
- Translate the value proposition into desired feasible, viable customer journey – omni-channel across instore or website / call center / channel partners
- Leverage analytics to map existing customer data to target personas
- Deliver and measure impact of the right experience to target personas
Impact: Customer mix, market share and sales and CX metrics
Sales and Distribution
- Identify opportunities for pipeline growth
- Design route-to-market to increase reach, coverage, range and quality of distribution
- Build sales effectiveness: structure, process, tech and training
- Deliver sales plan for retail (B2C) / distribution-led businesses (B2B2C)
- Map customers to archetypes with recommendation engines for the best offering
- Build key account strategy (B2B)
Impact: Sales growth and conversions, channel partner profitability and increased key account longevity
Marketing Transformation
- Leverage consumer insight to define marketing objectives, plan and design spends
- Define spend efficiency and effectiveness metrics
- Translate value proposition and brand objectives into a marketing plan, tailored as relevant by persona
- Define activities relevant for SEO optimization
Impact to: Impact: MRoI and leads
Service
Service as a business
- Define outlines of services: Applicable for after-sales businesses and services organisation
- Identify opportunities across the service blueprint to define service strategy, service value proposition and experience, service marketing, delivery and operations
Impact: Service P&L improvement
Service enhancement
- Leverage deep customer understanding
- Design and deliver to-be service experience
Impact: Cost to serve and CX metrics
Loyalty
- Design integrated customer information management system architecture
- Design customer engagement / loyalty program objectives, structure and economics
Impact: Repeat rate %, share of wallet and advocacy rates (NPS)
Measurement
- Define measurement metrics, approach towards customer strategy and customer value proposition goals
- Baseline current metrics, as relevant identify potential benchmarks / external partners
Impact: Measurement metrics and calculation approach
