Customer relationship can be the difference between winning
and losing business. If there is no real product unique selling
proposition, CR is the tool for winning business. Services Executive ‘‘
‘‘ Customer relationship has become a pressing issue
For the interviewees, the main business objective
for Customer Relationship is …
53% Loyalty & Retention
Retaining customers by extending the customer
lifecycle and by giving them more reasons for brand
preference is what companies are striving for.
The alternative, hunting new customers, is just too
costly and time-consuming.
40% Differentiation
Building unique market positioning avoids
commoditization and price pressure.
But when this is not possible, CR can make the
difference.
85 % Of the interviewees think
digitalization and its effect
is a priority
Propose new services,
especially with apps, and
push personalized offers.
More frequent touchpoints,
interactivity and
engagement.
Gaining valuable customer
information.
Three benefits of
multichannel and mobile
marketing
1 2 3
Challenges on the way to digitalization
Brand Challenge When it comes to branding there must be consistency across all online and offline
channels. Whether connecting with customers through a brochure or blog, a website or
newsletter, the brand values and messaging must not vary.
Organizational Challenge Digitalization has changed customers’ expectation with regard to how they interact with
brands and this in turn has created the need for organizational changes to deal with this.
Putting these changes into effect, and making the investments needed to support them,
are easier said than done.
People Challenge While using digital technology is second nature to employees who are digital
natives, or those who have grown up using it, the digital migrants among company
staff need to be supported and reassured about its use.
Failure to do so could lead to worsening CR in an environment where customers
are more demanding and informed.
The Social Media question – 3 main challenges
1. Controlling versus letting go
We voluntarily don’t have a web moderator, Consumers are free
to give their opinions on our brand and products. What’s key is
to be credible. Retail Executive ‘‘
‘‘
In our company, social media falls between communication and
CR. We struggled with it for years until we decided to define
clear roles and responsibilities depending on the scope or
type of requests. Services Executive ‘‘ ‘‘
We are realizing that it is simply not feasible to have a presence
on all major social networking platforms. We have to prioritize
the places where a presence would be most beneficial. ‘‘
‘‘
2. Defining consistent rules
3. Defining your territory
Fatigue is real, with new customers who often have an “I have
this already” attitude. Telecommunications executive ‘‘
‘‘
50%
Percentage of FMCG
and financial service
interviewees for whom
customer fatigue is an
increasingly important
concern.
55%
Percentage of
interviewees for
whom customer
knowledge and
feedback are priority
issues.
Companies want more and more knowledge and
feedback but need to avoid customer fatigue
Implementing a “voice of customer” culture
is a key challenge for customer relationship
Create a customer relationship committee Encourage employees to get closer to
clients and listen to them
Carefully select who you want to talk
to, who should talk to them and how
Measure, measure and measure again!
1 2 3 4 5
48% of interviewees
think
standardization
vs. customization
is a top-of-mind
question
The main challenge is to build a global framework not only from the top-down
but also from the bottom-up. The aim is to find the right balance between the
non-negotiable parts of CR and what should be left to local initiative.
Clarify the CR function Where does it start? Where does it end? Role, organization and reporting line
Improve the internal perception While there is no magic formula that will solve this, there is a
growing trend to have a dedicated CR department with a transverse role, often reporting directly to the CEO
Break the silos Businesses need to adapt and remove the distinctions between digital and physical, before and after sales, as well as among the different departments involved
Rethink performance measurement and indicators
Clearer, more defined and appropriate KPIs will give a better indication of how CR is doing.
Instill a new management culture Encourage trust, responsibility, accountability and initiative and find your customer relationship heroes.
Take a long-term view of CR investments – they will pay off
Despite the potential growth they could generate, long-term CR investments are often sidelined in favor of short-term savings.
0
0,5
1
1,5
2
2,5
3
3,5
4
4,5
5
Direct Value Driver CR should be a
profit center,
possibly the first.
Technical and Caring
Personalized
Ambassador
Trust, Transparency
and Choice
People who have
CR roles should
have
the technical
skills to manage
the speed of
technological
changes while
having the soft
skills to
handle the
human and
emotional effects
of this.
Treat each
customer as the
individual he or
she is.
Customers
should become
the biggest
ambassadors
of the brand and
the first CR
representatives. Respect the
fundamentals of
trust and
sincerity, and
do not force your
customers into a
tight relationship.
Find the full 40-page report online
www.kea-partners.com
