Role playing in Customer Management
In the last couple of months I had the opportunity to meet a few established players with specific customer management KRAs in financial services industry.
Though its been a couple of years of India waking up to the Customer Management and associated priorities in business management, my initial interactions with aforesaid folks, reemphasized upon the state of affairs being still nascent and yet to grow, the statement of Campaign Management as a priority item in the scheme of things its quite a good evidence on the industry’s nascent stage.
I respect their views, however it is in need to widen their horizon and look beyond the obvious as determined by basic conventional CRM wisdom.
As the figure above suggests, to maintain and uphold the objective called “keeping the house tidy” is subjected to a few players playing their designated roles.
Its never a one man’s job and importantly claiming a slick broom would do the trick is futile claim as it is currently suggested by some myopic customer management (Campaign Management) consultants.
To give you an idea on the role players in Customer Management, the charts starts with the Chief Marketing Officer and Chief Finance Officer staying on top with CEO’ business objective alignment and product managers holding the second line. In addition, the analyst, campaign managers, segment managers and business and IT operational folks follow the suit – All these personas have a defined role that they must play in order to get the desired results.
The power of technology (or software application, if you will) to excel in their scheme of things should not only have campaign management but an entire set of applications and a orchestrating scheme to meet the business objectives .
The CEO/CMO and CFO needs to have a summarized and holistic picture of what is currently happening and how well its in alignment with the business strategy, they should be able to identify any discrepancies and deploy appropriate course measure to manage it effectively.
- IT specialist should be able to define policies on data management and securities related area and let this piece run in an auto-pilot mode, intervene and correct as appropriate.
- Basis the data sourced, the analyst should be able to identify product associations, customer affinity quotients by creating segments, perform analysis to identify potential cross/up-sell opportunities or proactively identify signs around customer management and keep these information consumable by management and operational business folks.
- The product management and the marketing teams should come together to ensure basis the gaps and additional revenue potential identified by analysts are acted upon.
- The product management team also should keep track of each activity where the customer is contacted through an outbound or inbound communication, if the performance is found to be unsatisfactory, make real-time course corrections hence increase the bar
- The Information Technology operational team should store the history of all the aforesaid activities for future references.
Now, as you can see the aspects mentioned above are to be used at various level of intensities (basis your business model) for effective customer management.
You may now agree, a one-size-does-not-fit-all and such one-sized approach may not be a very appropriate one in such scenarios involving various stakeholders.
Please exercise due caution when it comes to evaluating business software applications for customer management, ensure the solution that are being considered will (A) fit well in your environment and (B) covers the aspects mentioned above in one way or the other.
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