CCDirector™ Case Study: Customer Base Development Plan

The following profile shows the holistic set of capabilities that a client felt were key to selling new products to their existing customer base. 

From the profile shown below it can be seen that although there is alignment between what is marketed to customers and how the offer is prepared within marketing, this is only at 1st Base.  Although it is evident that both the execution processes and the underlying technology are not quite at the same level as planning, the disconnects were not immediately apparent.

However when all the plans are included in the profile, it became abundantly clear that the $10 million being invested on separate segmentation, customer value calculation, analytics and customer data model projects were not being matched by investments in other strands.  The gaps between the groups were suddenly very apparent and the probability of achieving a return on the $10 was considered to be zero. The gap analysis was used to scope a customer base development program that incorporated all the other separate projects.