|
Customer Value Management |
|
Customer Relationship
Management |
Focus |
Improve profitability by delivering
targeted offers |
|
Retain customers by improving customer
interactions |
|
|
|
|
Lever For Change |
Product offers |
|
Customer touchpoints |
|
|
|
|
Approach |
Hypothesis, data-driven |
|
Integrated, comprehensive |
|
|
|
|
Capabilities |
Capture detailed customer data; ability
to deliver micro-targeted offers
|
|
Channel integration to offer a
consistent experience; “know the customer” |
Metric |
Customer profitability |
|
Customer retention |
|
|
|
|
Customer Expectations |
Exceed on customer value |
|
Exceed on customer service |
|
|
|
|
Customer Service |
Direct customer to most profitable
offerings |
|
Streamline and improve processes |
Attrition |
…is acceptable for low value customers |
|
…should be reduced |
|
|
|
|
Required Understanding |
Customer migration patterns; reasons for
churn; value drivers |
|
Customer needs and expectations; channel
usage |
|
|
|
|
|
|
|
|
|
|
|
|
|