Customer Relationship Management
​
Customer Relationship Management (CRM) is management approach which focuses corporate activities and resources on discrete customer segments, to the mutual benefit of both customer and supplier. CRM is typically divided into two separate components:
Analytical CRM
The analysis and segmentation of customers based on purchase behaviour, potential value and net profitability. Within this area, we offer a range of innovative services, including:
-
Allocation of overhead costs to customer accounts to determine net customer profitability
-
Calculation of transaction profitability per customer
-
Customer segmentation using ABC, hybrid ABC, xyz, strategic factors and other methods
-
Purchase frequency analysis and monitoring
-
Customer price and offer sensitivity
​
​
Tactical CRM
The formulation and execution of effective sales, order and customer management techniques, yielding higher sales, higher profitability and stronger customer loyalty.
​
The globalization of the supply chain, the growth of ecommerce, and industry concentration among large retail organisations and suppliers are continually changing the competitive environment. Consumers are becoming more sophisticated and less loyal, while businesses are more demanding in terms of prices, credit, merchandising, advertising and delivery conditions.
​
In order to compete, companies must work more effectively with customer segments of variable profitability. Today, suppliers persist in offering the same terms of service to all customers, even though they understand that some customers are not loss-makers. In order to succeed, companies must answer three questions:
-
Which customers are truly profitable once all costs, including general overheads, have been allocated?
-
Which customers are less profitable, but contribute to corporate overheads or ensuring volume discounts from suppliers?
-
Which customers are neither profitable, nor central to overhead cover, operations or strategic interests, and what should be done with them?
Customer Relationship Management
CRM comprises “… strategies and technologies are designed to help organisations build profitable relationships with customers through the collection and dissemination of actionable customer insight across the company." - Microsoft Corporation
Market
Analysis
Comprehensive market analysis for national and regional markets. We provide detailed supply and demand analysis, competitor profiling, business intelligence, supply chain and distribution structure profiling, packaging and pricing conditions, warranty and after-sales service terms, legal and regulatory review.
Market
Strategy
Marketing (management) is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organisational objectives.
Sales-force
Development
In a rapidly-changing global economy, we support the strategic development of marketing and sales organisations and departments. Very often, the organisational structure, business processes and staff competencies of a sales department remain static, rooted in past success and different business conditions.