Customer Information Mastery
7 Competencies of Customer Information Mastery
How we help
We give organizations inspiration,
experience, and tools to help achieve customer information
Our work is based on our 10-year global
research study of some of the most well-known customer-intensive
organizations in the world who were implementing major sales,
marketing, and service initiatives supported by a sophisticated
customer information capability.
We tracked the critical customer
information factors that most influenced the success and failure
of both sales, marketing, and service initiatives. We tracked
these informational factors both from a top-down (e.g.
leadership, strategy, organizational) and bottom-up (e.g.
information content, usage, integration) perspective.
From this knowledge and experience, we
developed 3 levels of support for organizations on their road to
building a mastery level of customer information to support
sales, marketing, and service initiatives.
2 hour "Information Master
- Secrets of the Customer Race" Research
presentation w/ interactive dialog
1-3 day Customer
Information Mastery Workshop with an output of 60 high
impact mastery best practices benchmarked against your
2-8 week Customer
Information Mastery Assessment, Plan and ROI Model with:
- 215 best practices benchmarked
- Data content/usage/quality assessment
- 5-year information mastery roadmap
- Complete RIO investment model
Customer Information Mastery
- We developed a
cohesive customer information mastery framework that will help you
understand your current state from the details of your data
engines to the non-data elements of your information mastery,
e.g. people, process, cultural, organizational, leadership, and
- This top-down and bottom-up approach is
an effective approach to move your organization toward customer
information mastery, and customer mastery.
- Our principal service is the Customer
Information Mastery Assessment and Plan. It enables an
organization to assess the effectiveness of its sourcing,
management and use of its customer and prospect information,
and to take pragmatic steps towards improving its
performance in each of these regards.
- We build Customer Information Plans
using a powerful, purpose-built Toolkit, which is founded on
a deep insight into best practice in this area. The Customer
Information Plans created by this toolkit identify precisely
how the client organization can improve its key customer
management performance measures, specifically customer
retention and acquisition, customer development, and
reduction in cost-to-serve.
- We identify ‘Quick Wins’ in these
areas as well as identifying the impact of making combined
improvements over time. Importantly, our Customer
Information Plans help an organization to project what the
likely returns will be from improving usage of customer
information. and provide cost-justified business cases for
prioritized investments in customer information that support
the organization's business goals.
To achieve this, each assessment follows a
practical five-step process, whereby it will:
- Assess your existing capabilities to
understand how effective your customer information sourcing,
management and usage is against each of 200 best practices.
- Quantify the impact that improvements
in each practice will have on retention, acquisition,
customer development, marketing spend and operational spend.
- Recommend changes to customer
information management, identifying what actions will have
highest impact on your business goals
- Prioritize improvements and identify
any linked dependencies.
- Measure the Indicative ROI from
making the right changes to, and the most effective
investments in, customer management.