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CVM
Customer Value Management
A Presentation
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Structure of the Presentation
Our
Our
Our
Our
Our
Vision
Focus
Philosophy
“Product”
Process
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Our Vision
* market position, profitability and corporate value
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Our Focus
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Our Philosophy
Customer
Customers are the very reason why
companies exist.
Community
The digital revolution is profoundly
impacting every aspect of doing business.
Company
All organisations have a hidden
human potential which can be
unleashed.
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Our Philosophy (cont.)
In order to be successful, all companies must manage well:
 It’s heart and soul - which are the
people and their attitudes, values and
principles.
 It’s body and brain - which are the
resources and the organisations’
competence and experience.
 It’s energy - which is the relationship
and interaction with the customers.
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Our Contribution
Success Indicators
Stronger market position and
competitive advantage
Increased profits
Increased value of the company
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Our Process
We work with:
we do:
C
C
S
C
Check
point
we deliver:
we implement:
CVRA
CVRMP
CVRMS
A complete
Customer Value
and Relationship
Audit
A Customer Value
and Relationship
Management
Program
A Customer Value
and Relationship
Management
System
Check
point
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CVRA - Checklist
The Customer
Customer Knowledge
 Analysis
 Understanding
 Requirements
Customer Communication
 Support
 Information
 Advantages
Customer Satisfaction
 Measurements
 Personalization
 Assessment
The Company
Sales & Marketing
 CRM
 Branding
 Communication
The Resource Base
 Corporate Value
 Profitability
 Structure Capital
Human Resources
 Culture & Values
 Hidden Potentials
 Performance
The Community
Trends & Forces
 Investments
 Systematization
 Availability
The Digital Revolution
 Network Value
 New Business Concept
 Customer Loyalty
The Competition
 Hypercompetition
 Customer Power
 New Competitors
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The Customer
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The Customer
Customer knowledge
refers to how effective an organisation is at determining current and potential
customer requirements and how well the company understands the relative
value that customers place on product/service features. Here are a few
examples of how this information can be gathered;
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Interviews with key customers
Interviews with lost customers
Won/lost analysis
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Understanding the customers business
Study of customers business environment
Analysis of competitors activities
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The Customer
Customer Communication
relates to how effective an organisation is in;
 Handling customers inquiries and orders
 Providing customers with product and service information
 Technical supporting
 Utilizing the potentiality in the digital revolution
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Dealing with account queries
Dealing with customers complaints
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Following up of transactions
The more relevant information that can be made available throughout an organisation,
the better positioned the organisation is to satisfy their clients and gain a competitive
advantage over their competitors.
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The Customer
Customer satisfaction
is a component that looks at how an organisation determines customers
satisfaction or dissatisfaction. The methods used will depend on the customer
segment.
Customer satisfaction results should be analyzed and acted upon by senior
managers in the organisation.
This means that the whole process from the company´s suppliers, through the
own company and the distribution system, all the way to the end user, must be
analyzed.
Key accounts should, for instance, be visited personally, in order
to assess their satisfaction or dissatisfaction.
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The Company
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The Company
Sales and Marketing
CRM
Rapid advances in technology are creating profound business changes in Sales and Marketing
functions. Customer Relationship Management (CRM) is the new tool for integration of
markets, sales and service, into a platform for enhanced customer collaboration.
Key functional areas include;
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Marketing Automation - generating quality leads.
Sales Automation - from leads to closing of business.
Customer service - resolving customer issues.
E-Commerce - handling the transaction on-line.
Internet based CRM systems will provide a common platform to deliver applications for use
by employees, partners and customers.
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The Company
Sales and Marketing
The changing role of branding
The emergence e-business will change the role and value of traditional brand equity as a
mean of retaining and attracting customers.
Companies will find that many traditional brand building tools and strategies will decrease in
effectiveness or will not simply be transportable to interactive channels.
Companies will have to experiment with new branding media, strategies and tactics for
creating “virtual branding equity” and they must reallocate a significant portion of traditional
brand spending to build loyalty in electronic communities through superior customer care and
personalisation technologies.
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The Company
Sales and Marketing
Outsourcing
A clear trend is outsourcing of certain elements of sales and marketing to new type of
virtual service companies and utilities that deliver:
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Scale infrastructure and technical capacity as; Internet Service Providers (ISP’s),
Application Service Providers (Asp’s), Storage Service Providers (SSP’s), Hosting,
Transaction Engines and Web Ad Serving.
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Specialised expertise in e.g. Internet Ad design, Web integration E-commerce strategy and
Channel intermediates.
Outsourcing of sales and marketing functions will be essential in developing an
adaptive marketing cost structure that enables state of the art capacity in core
strategic areas.
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The Company
Human Resources
Culture and Values
Most organisations that have been around for some time has a culture that, if not subscribe
by all, usually is understood as “The way we do things here”. These values actually
practiced by the people is the clearest expression of the real culture within the organisation.
It is vital do define a clear set of professional culture values to guide management behavior
and business relations at all levels.
Examples of such expressed values are;
 We are all in this together-company-suppliers-customers.
 Open and honest communication is essential for us.
 Everyone shall have access to all information on all operations.
 We focus on processes and not on individual work.
 There are no success or failure, just learning experiences.
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The Company
Human resources
The Hidden Potentials
Every organisation has a hidden human potential. A successful opening and management of this
potential will in the end create increased value in the company itself and for its customers.
The basics for the development of an organisations human potential is to have;
 the right people
 working in the right environment
 focusing on the right objectives.
And the management must have;
 a shared vision
 complementary skills
 mutual trust and respect
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The Company
Human resources
Performance
A company must regularly conduct surveys designed to measure how well the people are
doing in supporting the principal of values, through interaction within the organisation and
with people outside the company.
Human resources management should also be used in the context of concrete actions such as;
 Reducing personnel costs by lowering of absence, recruitment costs and staff turnover.
 Improving performance and productivity by increasing skills, motivation and moral.
 Improving the effectiveness of human resource administration through increased efficiency,
faster response, more accurate reporting and focused management.
 Investing in knowledge creation and development.
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The Community
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The Community
Trends & Forces
Trends and driving forces in a market or a branch are increasing in complexity and
becomes more and more difficult to foresee and anticipate. It is therefor crucial for a
company to systemise and invest in its “environment custody”. Here are a few
examples of important topics to follow and analyse;
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Public opinions
Political changes and legislation's
Environmental issues and restrains
Innovations and technological break-through´s
Shifts in capital and investment flows
Mergers and acquisitions
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The Community
The Digital Revolution
The digital revolution is changing the logic in most aspects of business.
The digitalization of products and services creates new opportunities and challenges for all
companies. Basically there are three areas to analyze carefully:
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The potential for increasing value for the customer at a low cost.
The potential to create a continues income.
The potential to build close customer relation - one-to-one marketing.
An increasing larger part of the economy is becoming less physical and more immaterial
(digital). With the clear distinction between what can be delivered digitally and what must
be delivered physically.
In the digital world the value chain is no longer a chain but a network where values move
around in all directions and where the final customer, as well, participates in the value
exchange.
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The Community
Competition
New competition will arise from companies changing their business structure or moving into
a new branch.
Key questions
 Who are my competitors today?
 From where is new competition emerging?
The competition becomes an hypercompetition when customers can compare products
and services easily and objectively. Computer power, unlimited communication capacity,
portals, search-engines, etc. creates an eldorado of comparisons.
The enormous quantity of information that will be available in the digital global marketplace
will make gathering, processing and presentation of information to a new business.
The fierce competition makes it absolutely necessary to submit added value to the
customer and thereby creating a possibility to get higher prices.
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Our working principals
1 We start when we have agreed on a
workplan and our client say OK.
Let´s go!
2 We work with our client and involve
the people in the company.
3 We keep a complete openness
in the relation with our client.
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What is our competitive strength?
1
Experience.
The partners have 100 years of combined
experience from many branches and stand with
“one leg” in both the old and the new economy.
2
Knowledge.
The partners have combined 50 years in
management consulting business and have
worked with all kinds of consulting techniques.
3
Fantasy.
The partners are creative persons with sensitive
ears and with curiosity and enthusiasm as a part
of their personalities.
4
Focus
We focus on “the moment of truth”. What is the
product, who is the customer and where is the
money?
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