Business Benefits
Applying capability maturity increases alignment and customer centricity. The business benefits are as follows:
Increase customer profitability by:
- Reducing customer attrition
- Increasing products per customer (share of wallet)
- Tailoring customer strategies using improved customer insight and propensity analysis
- Optimizing the use of marcom budget
- Using dynamic decisioning at all customer touch points
- Developing products and services tailored to the needs of each customer
Reduce operating costs by:
- Eliminating errors and inconsistencies
- Reducing time to market for new products and services
- Creating customer segments based on needs and value and then designing processes, policies for each
- Allocating the right resources across the business for each customer segment
Increase customer satisfaction by:
- Aligning brand values, marketing messages, propositions, offers and operational delivery
- Ensuring operational consistency across all customer touch points
- Engaging customers in the improvement of processes and policies
- Rapidly delivering improvements through clear governance and feedback to customers
- Using permission marketing to engage customers in developing insight, needs and contact methods
- Optimizing the use of customer communication vehicles and channels
- Designing operational processes around customer events not products or transactions
- Ensuring customers feel they are an extension of the organization
Increase ROI (CapEx and OpEx) by:
- Using the customer centricity framework to guide the development of business and functional requirements for projects and programmes
- Improving planning by identifying the gaps and overlaps in operational capabilities that will lead to inconsistent customer experiences and reduced ROI
- Providing all managers with view their own prioritized view of the organization’s capabilities for all their business outcomes
- Ensuring an holistic view is taken for scoping all projects, ensuring secondary and influencing capabilities are not forgotten
- Mapping business goals to capabilities across the organization ensuring clear ownership and reporting
- Assigning ownership and supplier / customer relationships of all business capabilities
- Dynamically reflecting changes in business activity and priorities in all projects and programmes
Increase employee morale by:
- Empowering and enabling customer teams to drive improvements using a defined change governance process
- Dramatically reducing internal politics and conflicts
- Allowing customer-facing employees to develop strong relationships with customers
- Identifying, sharing and developing best practice methods across the organization •Developing decision-making authority, culture, team management and employee engagement
Improve business leadership by:
- Communicating a clear sense of the journey required to become customer-centric
- Reducing politics and ‘strategy du jour’ - conflicting messages and rapid changes of direction
- Providing a simple yet powerful metaphor that enables everyone involved in the change process to:
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- Understand where the organization is going
- Know what they can do to help the organization get there
- Aligning the vision, goals, planning process and leadership style with operational processes, KPIs and culture
- Providing a clear framework for managing and guiding change across the organization that includes all stakeholders
- Ensuring the leadership team are fully aligned and seen to ‘walk the talk’
- Significantly increasing operational performance and resource optimization