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From product- centric to customer- centricHow to migrate from a product-oriented to a customer-centric organisation. Winner G-CEM Customer Experience Strategy Award Europe 2008 and Finalist Gartner CRM Excellence Award 2008
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Case
DRIVING CUSTOMER-CENTRICITY: A HOLISTIC APPROACH TO CONSUMER RELATIONSHIPS
Creating a multi-channel blueprint as the basis to drive a consumer-focused organization
From product– centric to
customer– centric
Despite a mandate from the CEO of a large global consumer prod-ucts company to move from a product-centric to a consumer-centric business, management struggled to create a holistic view of how to manage direct relation-ships with consumers. The legacy of working via retail-ers presented an internal barrier to out-of-the-box thinking about how to give consumers what they were asking for in terms of con-tacting the company directly via multiple channels. The objective was to create a ho-listic, logical and pragmatic vi-
sion of managing consumer re-lationships that could be used as the basis for transforming the organization to a consumer-focused enterprise. Approach Using existing consumer re-search and insights, the organi-zation’s channel capabilities were profiled to identify how the com-pany was communicating with their consumers, and allowing consumers to communicate with them. Channel proficiency was mapped in the four regions and channel strengths were identified.
Impact
The basis for a 3-year business plan to drive channel development and build a powerful
consumer-centric organization
Initiated a series of pilots to create new consumer relationship building opportunities across the
consumer experience landscape
Global Customer Experience Award 2008, Winner Customer Strategy Award Europe
Runner-up Gartner CRM Excellence Award 2008
study Turning
Thought Into Action
Critical Success Factors
Consumer insights for a
view of the current
situation supported by
research and channel
usage numbers
An outside-in approach
to translating the inter-
nal view of contact rea-
sons to the external
view of what is motivat-
ing the consumer to
make contact
An end-to-end view of
how the total consumer
experience works, inte-
grating the brand pillars,
the channel strengths
and the “plus one” be-
haviors into the fabric
of how the company
will do business in the
future
A core team from key
stakeholders in the or-
ganization
“Select pilots translated the blueprint into action”
A consumer experience landscape showed how reactive
and proactive experiences combined to deliver a holistic
relationship-building approach
Eighteen unique consumer-initiated experiences were defined across the pre-buying, buying and post-buying spectrum. Nineteen proactive con-sumer experiences were developed and integrated into the landscape to support relationship-building via more value-added contact initiated by the company in the consumer’s best interests. Consumer Experiences A consumer experience landscape showed how the experiences fit to-gether to support the company’s goal of developing relationships di-rectly with consumers and how they worked across channels to extend the consumer experience. A model was developed to show how the channels worked together to help consumers interact better with the company. This provided the foundation for initiating new channel implementations and pi-lots, and to continue to improve the cross-channel integration towards a true multi-channel platform. Blueprint Imprint Footprint A structured approach ensured that the blueprint was followed by a number of pilots to imprint the new way of working on the organisation.
Thereafter the refined approach was rolled out across the organisation to create a broad footprint in the mar-ket. The joint blueprint process re-sulted in a three-year roadmap identifying specific steps to trans-form the organization and make it more consumer-centric. Three central pilots were defined to move forward with the vision and to identify the financial and opera-tional implications for rolling out. Some aspects were considered “no regret” decisions, meaning that there was no need to build a busi-ness case, just implement. Impact The company re-organized, moving Consumer Care under the wing of Marketing. A Consumer Loyalty and CRM group was established with a team of consumer experience architects to advise Marketing, Products and Countries on rolling out the blueprint.
EarlyBridge BV
Herengracht 518
1017 CC AMSTERDAM
The Netherlands
31 (0) 20 715 5918
info@earlybridge.com www.earlybridge.com
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