and Channel Management
Customer management
Customer management is a formal approach to how an organisation targets specific customers with specific products, services and experiences. Customer management is not just a technology but rather a comprehensive customer-centric approach to dealing with customers. We work with clients to help define overall Customer Management strategy and implementation including addressing the following strategic questions:
- What is the best way to segment a customer base?
- What are appropriate product and service propositions for each segment?
- How should these be delivered to each of these segments?
- What are the tools and systems required to be able to operationalise this approach?
At Curach Consulting, our approach to Customer Management is based on an analytical assessment of customers’ needs, behaviours and economics. We provide a rapid diagnostic of the shortfalls and improvement opportunities leading to a clear roadmap for improved customer management.
Channel management
Marketplace success for most organisations requires delivering a customer experience across multiple channels that differentiates an organisation from its competition. Understanding the elements of experience that really excites different types of customers in a multi channel world is complex. But getting it right can dramatically improve loyalty and value.
In an increasingly challenging marketplace, the end-to-end customer experience has become the new battleground. Success in business today requires companies to deliver a superior, differentiated experience attuned to ever-changing customer needs and preferences. A company’s multichannel strategy is critical because of the central role its channels must play in the information-rich, seamless and tailored experience customers are beginning to expect.
Curach Consulting works with clients to identify those attributes in each channel that customers really connect with. Our approach is based on an analytical process that determines the key aspects required and redesigns customer facing processes to deliver the optimal experience.
Insights
We outline our approach to customer experience design in the following insight. Read More
We outline more about how we transform contact centres in the following Curach Insight. Read More
Assessments and Diagnostics
Customer Experience Assessment
We have developed a short analytically based and business driven diagnostic to identify the changes and roadmap required to address the critical gaps in customer experience. The scale and scope varies for organization but can be completed in four to eight weeks. Central to our approach is identifying the 80/20 in customer experience, those gaps that yield the highest impact.
Sales Effectiveness Review
We have developed a short diagnostic to identify the potential to substantially enhance revenue through
- Improved pricing
- Reduced leakage
- Sales process effectiveness
The scale and scope varies for organization but can be completed in four to eight weeks. The core of our approach is based on a rigorous fact based assessment of sales performance data.
Success stories
AIB Direct Banking Customer Experience Design
With the aim of providing the best possible input to the branch call centralisation and contact centre operating model design initiative, the Curach Customer Experience Design team aimed to establish:
- Customer needs and preferences
- Customer service propositions
- Measures of customer satisfaction
To understand the needs, preferences and service propositions, quantitative and qualitative research was conducted with both business and personal customers and staff. External best practice experience was also used. Qualitative research was conducted across AIB customer age, social and geographic groups to flesh out customer perceptions, expectations and emotional reactions to the new operating model design as well as barriers for usage. The research and design work delivered the following:
- The key principles of good customer experience
- The operational changes required to deliver these
- The baseline to measure improved customer experience against
Uncovering the needs and preferences has given a clear focus for the business to follow up on in the new operating model design. Clarity around the key customer service propositions provides understanding of the impact of strategy, people and technology on customer satisfaction.