Within Marketing & Customer Management we include Customer Value Management, Proposition Innovation and Customer Communincations Management

Customer Value Management

It is in customer value management where the Financial Services sector can really benefit from techniques which have been pivotal to the success of retailers such as Tesco.

At the heart of any customer-centric strategy and operating model is the ability to derive and use insight about customers to segment customers, develop tailored strategies, treatments and propositions which enable organisations to achieve the holy grail of delivering for the customer and generating increased shareholder value.  

The customer base is increasingly under threat, from long-standing competitors, for example from on-line aggregators exploiting today’s more commoditised sectors.  Our team has experience in designing and delivering the key components of capability needed to maximise value generated by the customer base, whether that be to increase acquisition, improve retention or drive cross-sales.

Proposition Innovation

We are living in a time where customer expectations are growing exponentially.  They expect 24 x 7, multi-channel access and that you will know them any time, any place, anywhere. They expect at-a-touch, smart-phone instant gratification of an ever wider array of needs. They know which brands they trust and the customer experience delivered by such brands is constantly raising the bar.  All of this transcends historical market sector boundaries so that experiences in one sector become across-the-board expectations. And, with the rapid up-take of social media, customers will increasingly tell the world about that experience – good or bad.

To succeed in this world, organisations must therefore get the customer proposition right.  Getting it right incorporates developing innovative, relevant and timely propositions which meet holistic customer needs, are underwritten by trusted brands and which are available via the customer’s channel of choice.

We believe this means having the capability to develop new modular products which can be bundled ‘menu-style’ to facilitate the creation of tailored customer propositions – comprising product, service, pricing, and communications elements -  in an economically viable manner.  And it doesn’t stop with the product. Successful proposition development incorporates designing the supporting operating model necessary to deliver the proposition and the associated brand-aligned target experience. And if that isn’t enough, it also means doing it fast.

Innovation is at the heart of everything we do. Whether that be customer diagnostics, accelerated concept development techniques, our hothousing approach to concept/solution roll-out or lean process and systems thinking capability development, we have the capability to help you succeed.

Customer Communications Management

In the post Barings Bank dawn of mistrust in traditional financial services institutions and as an ever-increasing number of new entrants become active in the sector – from supermarket chains, to mobile phone  operators and consumer mega brands – standing out and establishing trust  are critical to success for any organisation wishing to serve the broad financial needs of customers.

A  strong, trusted brand is the starting point. Within this umbrella, organisations will need to engage, inform and educate consumers in terms of firstly why they need products from core banking products, to life assurance and annuities to name but a few. Secondly, they need to differentiate themselves in the customer’s mind so they choose them rather than the competition.

For us customer communications management incorporates the marketing capabilities to design and execute customer segment-specific, multi-channel in- and out-bound communications. It also includes the ability to internalise the brand to enable all front-line, customer-facing staff to bring the brand to life at every interaction with the customer. We have many years experience in helping organisations to build this capability drawing on our customer-centric capability development methodologies underpinned by systems thinking and people-centric approach.