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THE SMART CUSTOMER MANAGEMENT MODEL The definitive management framework to build successful and profitable customer-oriented companies.

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CONTENTS The Context ................... 3 The Model ...................... 9 Benefits ............................ 15 What Next ....................... 21

Attribution-NoDerivatives 4.0 International. 2014, Smart Customer Management.

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THE CONTEXT

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Sustaining profitability and keeping your company ahead of competition in today’s economy is an increasingly challenging task Margins are constantly shrinking and competition is now raging everywhere.

Attribution-NoDerivatives 4.0 International. 2014, Smart Customer Management.

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Furthermore, companies need to invest more time and resources than ever to succeed with customers Customers are ever more demanding and have information overload

Attribution-NoDerivatives 4.0 International. 2014, Smart Customer Management.

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Let’s open the eyes to see that we all live in a New Age of Customers An Era where the customer is who decides what, how and when to purchase and how much is willing to pay for a product or service.

Attribution-NoDerivatives 4.0 International. 2014, Smart Customer Management.

Customer goes here now

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As a result, today’s businesses face threats that require organization-wide and integrated management approaches

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The Smart Customer Management Model is an opportunity to develop your organization’s customer-centered capability and rely on a process-driven improvement path. Attribution-NoDerivatives 4.0 International. 2014, Smart Customer Management.

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THE MODEL

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The Model features 5 Maturity Levels MATURITY LEVEL 1: INITIAL

The organization has no consistent way of focusing on the customer. Since most customer related processes are ad-hoc, they are constantly reinvented on each project, and frequently appear chaotic.

MATURITY LEVEL 2: FOUNDATIONAL

Units or project workgroups establish the foundation for the organization to become more customer-oriented by institutionalizing selected processes.

MATURITY LEVEL 3: ORGANIZATIONAL

There is inconsistency in how process areas are implemented across units and/or projects and there is little synergy in the organization. Thus the organization is missing opportunities.

MATURITY LEVEL 4: ANALYTICAL

The organization establishes quantitative objectives for customer value and process areas performance and use them as criteria for overall business management.

MATURITY LEVEL 5: INNOVATIVE

The organization continually improves its process areas based on fine-grained customer data quantitative analysis and treats change management as an ordinary business process.

Attribution-NoDerivatives 4.0 International. 2014, Smart Customer Management.

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The Model is structured along an integrated system of principles, goals and process areas

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The 24 Process Areas address key specific customer-oriented activities and practices Ordered into 5 Categories: Implementation Management Produce and Delivery Knowledge Management Organizational Development Customer Orientation

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To reach a particular Maturity Level the organization can choose among two Implementation Paths

SYSTEMIC PATH

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Meet a certain Goal by incrementally addressing successive sets of process areas

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ORGANIC PATH

Incrementally implement process areas belonging to an individual Goal selected by the organization

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The Model also encompasses a proven methodology for managing the effective implementation of the Model MEMODI (Method for Effective Model Implementation) Highlights the key steps for an effective implementation of the Model and outlines a core set of best practices that should not be left apart when planning for or working on the implementation.

Attribution-NoDerivatives 4.0 International. 2014, Smart Customer Management.

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BENEFITS

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Focus assets on a few core goals The organization can focus the scope of the actions aimed at becoming more customer-oriented on just a few core goals and process areas derived from proven best practices.

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Improve your business performance and competitiveness The Model enables your business to steadily improve its profitability and create lasting competitive advantages.

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Benchmark the Maturity Level Your company can characterize the maturity of its customer-centered initiatives against a benchmark being used by other organizations.

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Prioritize resource allocation and avoid risks The Model provides holistic management guidelines that help organizations prioritize resource allocation and avoid implementation risks.

Attribution-NoDerivatives 4.0 International. 2014, Smart Customer Management.

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Easy to integrate with other change initiatives The Model’s process-based philosophy makes it easy to integrate with other ongoing corporate change initiatives and marketplace improvement frameworks.

Attribution-NoDerivatives 4.0 International. 2014, Smart Customer Management.

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WHAT NEXT

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Baseline your processes, plan and choose a Model implementation path Diagnose Process Areas

Define a “to-be� state

Execute Improvements

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Assess your Maturity Level and Get Certified Although certification is not a requirement, organizations and companies want to be assessed and get certified to the Model’s Maturiy Level by a third party. The best reason for wanting to be assessed and get certified is to improve the organization’s customer-centered capability.

Attribution-NoDerivatives 4.0 International. 2014, Smart Customer Management.

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Train yourself and your people Check Our On-Line Training Series to Learn About the Smart Customer Management Model

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For more information, contact: Smart Customer Management Avda. de las Estaciones, 22 28850 Madrid- Spain T. +34 678 26 07 E. info@smartcustomermanagement.com 25

The Smart Customer Management Model  

The definitive management framework to build successful and profitable customer-oriented companies.

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