1. Customer Process Management
Increasing company’s competitiveness

2. Agenda
1. Introduction
2. Our CPM offering, approach, & recent assignments
3. The House of Marketing
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3. Customer process management allows to tackle some
major marketing challenges marketers face today
Customer Process Management is about…
… understanding the voice of the customer *
… increasing a firm’s competitiveness by
reducing waste
… building competitive advantages
… aligning different channels
… understanding who does what
Based on the 2012 YMS, we see Marketing still needs to work on defining / reviewing
processes
Source: Yearly Marketing Survey 2012 – The House of Marketing
* Indicating this challenge as one of their top 3 challenges
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4. Objective is to do things better with optimized processes
and to align the organization to deliver outstanding
customer experience in each customer touch point
Do things better with optimized … and develop a customer-centric
processes … approach
Coming from …
• Weakly defined marketing processes
Touch
• Lack of clear roles & responsibilities Point Touch
• Time to market depends on goodwill Point
• Hard work leads to basic quality
Touch Customer
Point
… and going to Touch
• Processes are defined and shared Point
• Everybody know who does what & when Touch
• Time to market is shorter & more predictable Point
• Qualitative results in line with efforts
Strategy
Customer Experience is the competitive battleground of today’s economy
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5. Due to internal & external challenges, lots of companies today
need CPM in order to continue to be competitive
External challenges Internal challenges
• Mergers & Acquisitions
• Changing market conditions • Silo management
• Increasing competitive • Lack of dialogue between BU
pressure Competitive • Unclear ‘who does what’
Advantage
• Lack of customer loyalty • Long time-to-market
• Negative brand perception • Excessive costs
• Unprecedented budget cuts • Repeated performance
errors
Customer Process Management (CPM) projects are centered on marketing and extends to
surrounding sales, support and services organizations and aids firms in creating an
organizational structure with aligned roles, responsibilities and processes to stay competitive
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6. Processes are enablers to translate business objectives into
business results
Vision
Mission Business ambitions
Value proposition Value creation Value capturing
Auditing
Environmental and Competitive Scan
Marketing Performance Management
Marketing Marketing Drivers Customer Equity Marketing
Strategy Products / Technology Value
Segmentation &
Business Objectives
Intentio Behavio
Targeting
Business Results
Services n ur
Purchase Process & Acquisition
Awareness Engine
Business Paradigms Experience Price Premium
Perception & Retention
Balance
scorecard
Communication
Reputation Commitment Market Share
Relationship Recommen-
Positioning Preference
Building dation
Channel
Management
Scope
Price Positioning
Deep Channel & Customer Insights
Investment
Return on
Tangible Action Plans
Innovation
Enablers
Commercial Process Employer Branding Technology and systems
Management & Organization
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7. Agenda
1. Introduction
2. Our CPM offering, approach, & recent assignments
3. The House of Marketing
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8. The efficient customer centric organization is closely aligned
on 5 faces
1
Customer Insights • Understand Client
Journey
Strategy • Link measurable customer
Commercial Strategy metrics to stakeholder value
The Efficient Customer Centric
2
Core
Commercial Organization
Tangible Business Results
Processes • Align the core and TO-BE
process with customer
Process TO-BE Processes expectations
The Customer
• Assess AS-IS process,
AS-IS identify value gaps and improve
Processes
3
Roles and • Define and align roles &
Responsibilities responsibilities along end-to-end
Organization processes
Structure • Ensure optimal organizational
structure
4
Culture and • Identify opportunities for
People Capabilities training and coaching
5
Business
Technology Requirements
• Ensure an enabling IT infrastructure
Processes are a crucial part in building a customer centric organization
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9. THOM supports companies in developing efficient
processes and to define clear roles & responsibilities
Most CPM projects start with improving the core processes…
Core Processes AS IS processes TO BE process
Step 1: Step 2: Step 3: Step 4:
Step 5: Control
Discover Map Analyze Improve
• Perform an • Map AS-IS • List pain points and • Map TO BE • Define KPI’s and
Process
inventory of core processes based identify areas of processes and control
processes on in terviews improvemens on validate during improvement
• Conduct an AS IS processes workshop metrics
analytical review • Propose, evaluate • Define detailed
to rank process in and prioritize process
terms of criticality improvement descriptions, RACI
opportunities and tools
• Select most critical
processes for specifications
review • Implement new
processes
…followed by defining roles & responsibilities within the organization
Roles (departments, people) involved in the process
Organization
R – Responsible
A – Accountable
C – Consulted
I – Informed
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10. Companies face some important challenges to implement an
efficient customer-centric approach
Give a ‘central’ role to your marketing department to Optimize processes to improve overall marketing
ensure consistency across all touch points. This can be department performance and efficiency and also
synonym of reviewing the company’s organizational guarantee a better communication and collaboration
structure, or at least the roles and responsibilities. amongst different departments.
1 2
Review Marketing Optimize marketing
organization processes
4 3
Integrate customer Integrate online & offline
insights channels
Integrate customer insights in the decision making- The integration of online and offline. Reinforce
process and follow impact of marketing actions consistency at all touch points to improve customer
through well defined KPI’s. This can only be possible if experience.
you start mastering data internally.
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11. THoM develops a tailor made approach for your specific CPM
challenges ...
Analyze current Define pain points and Implement the TO-BE Control & monitor
situation & understand the TO-BE processes & processes & TO-BE (KPI’s)
AS-IS processes & organization organization
organization
Deliverables: Deliverables: Deliverables: Deliverables:
• Analysis of existing info • Workshop to discuss the • Internal communication • KPI’s to manage
on processes & current pain points of the To-Be processes efficiency of To-Be
organization • To-Be processes and and roles & processes and roles &
• Internal interviews to roles & responsibilities responsibilities responsibilities are
understand AS-IS are clearly mapped • Professional Change defined & measured
• All stakeholders are Management plan to • Action plan to react on
involved as from the implement successfully evolution of KPI’s
start
Project duration & budget depend on company needs & scope.
(high level budget estimation: 80 k – 120 k EUR)
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12. ... and offers the possibility to perform a CPM quick scan in 6 weeks
to identify pain points within the organization
FROM: Chaos TO: Efficiency
Scan the surface (internal interviews)
2 weeks
THoM CPM Quick High level analysis of AS-IS processes
Scan & organization
3 weeks
Discuss identified pain points & how
to improve (workshop)
1 week
Deliverable: high-level analysis of the AS-IS processes & organization and identification of the pain points.
Development of the To-Be processes & organization and implementation aren’t included in the CPM quick scan.
A CPM quick scan can be performed in 6 weeks to identify process & organization pain points.
Budget estimation: approximately 45 k EUR (budget varies according to company needs)
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13. CPM projects are a long-term investment. More efficient &
customer-oriented processes will generate a positive ROI.
Increase
efficiency
Reduce costs
Competitive
advantage & client
satisfaction
Improve
quality
Customer
oriented
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14. THoM CPM Credentials
• HR Services Company – Defining the sales & marketing • Waste Management Company – Improvement of lead
organization to support the customer oriented strategy and generation processes and optimization of relationship
more efficient commercial activities management
• Financial Software Developer – Redefinition of Marketing • Pharmaceutical Company – Analyze the current innovation
Organization to enable the client to reach its growth approach and formalize the innovation process into a market
objectives driven innovation approach
• Manufacturing Sector – Implement a customer centric • Retailer – Develop customer centric marketing processes
approach & define roles & responsibilities of product
managers
1 2
Review Marketing Optimize marketing
organization processes
4 3
Integrate customer Integrate online & offline
insights channels
• HR Services Company – Define processes and segment- • Utilities Industry – Formalize process to align online & offline
oriented marketing dashboard to increase usage of market channels
& business intelligence in daily marketing activities
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15. Agenda
• Introduction
• Our CPM offering, approach & recent assignment
• The House of Marketing
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16. What makes The House of Marketing different?
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17. We have a strong vision on marketing …
Marketing is a mindset
throughout the whole company,
and only happens through uncompromising
and ruthless focus on the total process of
customer engagement.
Marketing is a key contributor to achieve
business objectives and to optimize
shareholder value.
Our guiding principles are Focus, Agility,
Creativity, Tangibility and Sustainability.
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18. … and a clear view on how marketing must evolve
• Simplicity
• Strategic consistency
• Leadership continuity
• Prioritize & making choices
• Consistent brand across all channels
• Seek leadership in specific category
• Customer centricity
• Focused team
• Detect trends & act
• Early warning systems & processes
• Agile & up to date organization
• Built around customer engagement
• Innovative company culture • Willingness to change
• Diversity of profiles • Flexibility & Speed
• Idea generation process
• Idea valuation
• Porosity & open-mindedness
• KPI’s & dashboards
• Scenario analysis & ROMI
• Connect with marketing intelligence
• Analytical culture & skills
• People: yours & every stakeholder
• Planet: ACT on innovation, packaging, promotion...
• Profit: business-minded marketers
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19. We are convinced that flexibility is a key asset for the future
to bridge capacity gaps...
Resource Demand Chart
FTE (hours per month)
Project 1
5,000
Project 2
Project 3
Project 4
4,000
Capacity
3,000
2,000
1,000
0
1/95 4/95 7/95 10/95 1/96 4/96
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20. …. and to bridge competence gaps
Data cruncher
Packaging
E-commerce
………
Online specialist
CPM specialist
Performance management
Project Management Shopper marketer
CRM specialist
Mobile marketer
SocialMedia Strategist
……… Web master
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21. Flexibility demands the right talent at the right place, & on
going training
The House of Marketing can help you develop and keep the right talents in your
marketing department.
Coaching on the job, one company or
multi company program, more details
Marketing Talent program
available as from October 2012
Relevant Marketing training, from general
to very specific & tailor made
- product management
Training - project management
- communication (online, offline)
- social media
- email marketing
-……
Personal coaching focused on marketing
Coaching related skills and technical skills
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22. We offer help adapted to the new business context
In a economical environment where turbulence is the new norm, The
House of Marketing provides marketing excellence at the right
moment, exceeding clients' expectations by delivering higher return
on investment and by making the organization more agile.
We achieve this by recruiting passionate marketers for whom we
create an inspiring and nurturing environment.
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23. How do we work?
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24. We work on temporary assignments….
Mostly function based
Broad FMCG experience B2B and B2C environments
Coordination activities of Marketing plan, go-to-market
specialists in production, sales, strategy & implementation,
Brand advertising, promotion, R&D, … Marketing people management,
Managers Churn analysis, churn Managers business intelligence
reduction Coordination of Marketing
Product placement activities
optimization
Strong analytical and
Market & competitor
negotiation skills
analysis Channel & Enhancing retail partnerships
Business Market assessment &
Category by increasing category sales
Analysts quantification
and aiding in fact
Clustering of customers Managers
based/strategic selling
E-strategy definition & roll- Extended experience in SME
out
E-Marketers Coordination, design &
and large matrix organizations
Alignment of organization
& Social implementation of e- Process
towards similar goals
Media marketing actions Managers Clear roles & responsibilities
Website management,
Specialists email marketing, social
definition, organizational
design
media, mobile
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25. … and on strategic marketing challenges
Mostly project based
Client challenges THoM expertise & solutions
• Attract new customers • Customer intelligence: translate data into
relevant insights
Volume • Increase customer spending
• Segmentation
driven • Reduce customer churn
• Business and marketing planning
• Increase Innovation success rate
• Innovation Management Program
• Restore customer trust • Customer intelligence: translate data into
relevant insights
• Capture more customer value
Margin • Category assessment
• Margin management
driven • Marketing performance management
• Doing more with less resources (ROMI, CLTV, dashboards)
• Tracking of ROI • Marketing audit
• Define or redefine positioning
• Consumer intelligence: translate data into
• Changing customer experience from
relevant insights
product push to relational (customer-
Positioning centric) • Customer (store) experience
• Positioning on the sustainability dimension • Sustainability
• Positioning towards current and potential • Employer branding
employees
Consumer analytics and insights are crucial for each of the three challenges
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26. We offer a unique combination of strategic excellence and
operational pragmatism
Strategic excellence Operational pragmatism
• Proven track record in strategic • Track record in making things happen
marketing advice within international and complex
• Creating relevant insights in the companies
business • Applying practical knowledge of
• Identifying the true leverages for successful corporate sales and
significant improvements marketing organizations
• Turning opportunities into structured • Turning initiatives into tangible actions
and prioritized business initiatives
• Helping you to successfully implement
strategic recommendations
We help you in realizing more from your marketing strategies and building the
marketing capabilities for systematic results
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27. We deliver tangible value by bridging the knowing
doing gap…
Strategic excellence
Operational pragmatism
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28. We have different meetings during an assignment
PROJECT DELIVERABLES DEADLINE PROJECT DELIVERABLES DEADLINE
Define MLT strategy for Market analysis End 2007
Internal
Define MLT strategy for Market analysis End 2007 product X RGO identification +
– Draft – product X RGO identification +
estimated revenues & final
reco + budget
EPR
Developing targeted expansion strategy for a estimated revenues & final Brand strategy
Luxembourg based private life insurer
Strategy, organization and marketing
reco + budget
Brand strategy
Action plan 2008
Client
Launch Product Y Product chart (branding, ….
Build methodology and framework for country-specific go-to- Knowledge Capture Matrix
Project
objectives
market launches based on learnings from first failure on the
Italian market in private life insurance asset management
Action plan 2008
Launch approach EPR
positioning, USP, …)
Client:
Consultant:
Project:
Sodexho Pass - Apogheos
Olivier Olbrechts
Business Plan Date: 27/08/07
• Analysis of the fact base and decision on targets
Launch package Comment: Interim (project) All documents on project saved here. Final Deliverables. Credential to follow
- Life insurance business Launch Product Y Product chart (branding, …. Organization concept test STAKEHOLDERS Learnings from
the way the
client works
Learnings on how
THoM could work
better
New
products or
services
Marketing
domain/
methodology
Relationship
opportunity
(executive
Client agenda
sell-on
opportunity
Industry
trend/
insight
Competitor
information
• Market structure and distribution options Follow-up launch improvement contact,
positioning, USP, …)
idea)
SALES Apogheos = - Sold as interim project Proposal in - Small No other
• Cross-border revenues Account Team Business Unit that
has to be integrated
but could be more
profitable sold as
process: coaching
during the
independent
firms with low
consulting firm
identified in this
- Private banking business
into the Group if consulting implementation of potential for part of Sodexho
return sufficiently - Formal approach and the business plan consulting/
• Market structure and differentiation Launch approach attracting to
Sodexho Group
deliverables could have
been more clarified prior
to the project
interim
- Exceptions
(potential
clients ?):
• Expectations of wealthy individuals BCD Group,
• Off-shore business aspects Launch package Coordinate client event ….. …. DELIVERY
Marketing
Domain:
- No THoM
methodology used
- Business Plan
Develop a
standard
financial
business plan
Accentiv (FR)
• Value and tactics of wealth managers template created spreadsheet
Methodology - Bancassurance model options in private banking Organization concept test from scratch template)
- Detailed geographical study on Italian potential Follow-up launch iii team:
No B2B Services
team
- Understanding of wealthy individuals
• Wealth classification
• Identification of advisory circle
• Trend in family offices
• (Family) business activity and influence of private equity and
venture capital
• Positioning study and go-to-market draft Coordinate client event ….. ….
• Implications for organizational and branding requirements
• Organizational roadmap and risk management
Deliverables • Design of go-to-market model and potential
• European-wide positioning strategy and implementation
200706-CBC-PresentationTHoM.ppt 2
Visit by SSO
Mgr Interview Objectives
Consultant(s) finalized
Evaluation
1st call Proposal Contract Knowledge
sent signed Engagement follow-up capturing
Running
Project status report
Product Management Platform Resources Planning Risks Scope
Prepared by: Liesbet Vandenberghe
Period: from 25/9 to 20/10 week 6
Activities completed this reporting period Activities planned for next reporting period
Client Name or LOGO Client Name or LOGO Supplier gave demo. Didier VDH will have a meeting to fine tune the
requirements
Didier VDH got input to make draft of technical
Title of Function/project Title of Function/project requirements Central marketing will have meeting about the next
steps and how we see the current project management
We have now a list of general requirements
tools in this project.
Proposal for Interim Management Proposal for Interim Management
Month Day, 2007 Month Day, 2007 LAST MODIFIED:
Task ID Week Project name Action/task Task owner Follow-up Priority Status Start date Due date Date Comments/issues Decision to take
Outstanding Issues/ Main Risks(1) Decision to take(1)
description persons finished
Issues & Risks Actions Responsible Due Date Decision Decision Maker Due Date
Need alignment Meeting Thomas DC November
on the real Thomas with
needed Philippe.
requirements
Issue description Decision Decision Due date
and which taker
budget we can
have for it. 1
2
3
4
5
6
7
(1) Format could be simplfy for simple project
8
Project status reports Liesbet 27 December.ppt 3
9
10
11
12
13
14
15
From initial call till 2 first weeks During the engagement Closing the engagement
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29. You are always hiring a whole team of marketing
specialists
Hiring a THoM consultant isn’t just hiring a person, it’s acquiring expertise:
•THoM consultant: your day to day contact
Visible
• Counselor, Client Manager and Mentor:
first help, coaching and stretched goals for
Invisible the THoM consultant
• All THoM consultants with their specific
skills, expertise and experience: the second
resort for the THoM consultant
• THoM knowledge base (training, career
development plan, books, papers, former
projects, experience of previous THoMers)
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30. We deliver Marketing expertise in four areas
• Market Intelligence • Business & Marketing Planning
I. Strategic • Segmentation • Employer Branding
Marketing • Branding & Positioning • Sustainability
• Pricing • Social Media
II. Go-to- • Product/ Brand/ Category • Shopper Marketing
Management
Market • Customer Relationship
• Communication (offline & Management
online)
• Customer Process Management • Marketing Audit
III. Organization & Change
• • Marketing Coaching & Training
Organization Management
capabilities • Customer Experience
IV. • Marketing Dashboards
Performance • Marketing Performance Management
Management • Customer Lifetime Value & ROMI
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31. For whom do we do this?
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