EarlyBridge case from product centric to customer centric eb
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Transcript of EarlyBridge case from product centric to customer centric eb
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
[email protected] www.earlybridge.com