Anderson Baillie Business Growth | Corporate Business Growth Strategy | Customer Service

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Great branding, brilliant promotions, superb proposition and then poor customer service experience.

Many businesses can survive the impact of poor branding, limited promotions and weak propositions. No one can stay in business with poor customer satisfaction. It affects your cost of sales, reduces the opportunity to cross or up sell and often leads to negative referrals with a client hell bent on causing brand damage rather than acting as an advocate.

To many this responsibility falls to the customer relationship management teams. It should however come down to marketing. Why? Because it is marketing that initially sets the scene – establishing expectation levels. If these cannot be met through customer services teams they should not be promoted until they can. Equally if it is a failing in the commitment of the CRM teams then it immediately renders the promotion, its investment a complete waste of time.

Ploughing the row in advance of customer decisions

That’s why we have created a customer services consultancy practice to sit in the middle of both CRM and marketing to determine weakness and opportunities to develop further. We all agree marketing should drive a business forward – this means its starts with the customer experience as well.

Do you relate to any of these business issues?

	You wish you could tie in marketing with efforts of sales and CRM – all operative disparately
	You wish that you understood the real issues of the customer before bringing is a CRM reseller
	Your CRM reseller only sells software – doesn’t think about the real issues of your business
	The reseller of your CRM failed simply to understand your customer and selling processes
	Your data only gets a refresh if you buy a new list for a sudden campaign
	You have no idea of how your data is evolving
	You’d like to exploit your data more for selling and marketing
	Your not sure which data is of use and which just crams up the computer hard drives

The Anderson Baillie Business Growth - Customer Service Programme explores your business issues through accurately focused consultancy packages based on your actual business requirements.

Strategic Data Audit & the Data Life Plan Data Quality & Duplication analysis Data & The Law Understanding data use and application Implications of a single view of the customer Segmenting customers by net worth or value Integration of marketing planning to CRM administration Marketing planning and message analysis to market		Customer profiling and the creation of intelligent lead generation Customer research – unprompted index Impact of a multi channel strategy to customer care Complaints approach and process CRM contact engagement – inbound or outbound Developing sales force effectiveness



Strategic Data Audit & the Data Life Plan A comprehensive review of all data contained within the sales and marketing environment as well as CRM historical customer information. Recommendations on data integrity, quality and failings will be support by developments and data life plans to evolve this core business asset further through specialist data acquisition. Data Quality & Duplication analysis Part of an information manager analysis, drilling deeper into the data to identify failings in the data integrity and referential linkage to other databases to help create a better holistic level understanding of the data quality process. Data & The Law A comprehensive assessment of your data and management systems to conform to the latest Data Protection and EU legislative requirements. This is further developed for those companies conducting campaigns outside the EU where a review of their latest legislative statements will take place to ascertain conformity. Understanding data use and application Part of the Data Life plan, a full assessment of data use, refresh and replenishment will be undertaken to see which data proves most useful and where it may be exploited further to profile customers and target markets. Implications of a single view of the customer A review of the ability to develop a single view of a customer from marketing activities through to sales and customer support. Segmenting customers by net worth or value A business intelligence review to establish the development of profile driven data warehouses and marts based upon network or value of a customer and market place to a business or business line. This will also be related to a campaign planning activities and provide recommendations as to how this may be exploited further in the call centre. Integration of marketing planning to CRM administration A complete overview of the integration process that exists between data, business intelligence systems, campaign planning and the CRM support services. It will highlight gaps in the information and reporting process, including limitations in planning for effective inbound or outbound cross selling and lack in understanding of key propositions contained within the campaign strategy. Marketing planning and message analysis to market A review of current marketing planning tools and efforts to map proposition development through to sales point. This will provide a clear and accurate review of total cost of sales from initial concept. Research levels will also be applied using what ever propensity modelling tools are available to reduce cost of sale and produce recommendations on how marketing planning using market research may be improved. Customer profiling and the creation of intelligent lead generation A though review of customer profiling tools and techniques to establish key models within the customer framework, attach revenue prospects against these and then from this formulate plans forward to improve demand generation techniques. This will be explored as far as cognitive profiling for the use of key account planning techniques in the selling process. Customer research – unprompted index A comprehensive and independent review of products, business, methods, image or competition conducted through an unprompted response index. Impact of a multi channel strategy to customer care A full assessment of channel strategy including traditional and new media approaches to determine data use, translation and cross filter to improve customer services level and the development of single view of the customer potential. Complaints approach and process A review of current customer services failings to determine whether expectations were over developed through inappropriate marketing message or failings within the CRM infrastructure. Where the latter is evident a full review of why, potential losses to the business and recommendations in a phased improvement programme will be recommended. CRM contact engagement – inbound or outbound A complete assessment of techniques adopted for inbound and outbound activities within a business call centre or small to medium enterprise sales team. Considerations on effective grouping of skills, cross selling and up-selling bundles as well as value based selling will be consider. Developing sales force effectiveness Not to be confused with CRM SFA or sales force automation has one of the worst reputations for success through poor adoption and data use. A complete review will take place including the mapping of sales activity against the functionality of the system to determine failings in the initial buy to the tools set. Recommendations on workaround improvements as well as data use, acquisition and exploitation within the selling process, mapping of the selling process and tools to drive forecasting will also be made.

	Lanner The Value of Knowing – Branding Anderson Baillie were approached to reposition the Lanner Group identity, establishing the Lanner name and giving stronger definition to its services and range of products.
	MSoft E-procurement doesn’t improve purchasing; it just means you purchase badly more efficiently MSoft, a small family run software company with limited partnership liability status had created one of the UK’s most exciting inventory management, tracking and application products for the National Health Service.

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