Press information issued on behalf of:
Customer Consulting Ltd
500 Avebury Boulevard
CENTRAL MILTON KEYNES
Effective customer management is the key to success in the current
economic climate, reveals CCL
The relationship - or 'value exchange' - between the business and the
customer is the key to organisations emerging from the current economic
crisis stronger and more successful believes Simon Rustom, managing
director of the customer and change management company Customer
Consulting Ltd (CCL).
CCL's experience in recent months of helping organisations - drawn from
a number of sectors of the economy - to be increasingly successful in
the current harsh economic climate indicates that one of the keys to
success is effective and efficient customer management. Moreover,
argues Rustom, growing customer value is the way to combat increasing
Since customer management embraces the whole organisation; requires a
view that transcends organisational boundaries; needs 'top down'
leadership and culture change, and is a long term commitment, CCL
recommends that customer management be seen - and treated - as a 'main
"In addition," Rustom said, "customer management strategy delivers
against core shareholder value objectives: to build market share;
increase profitability; grow revenue, and improve operating costs. That
confirms that it is a main board issue and the concern of CEOs, FDs,
CIOs and so on.
"Work with our clients across a range of sectors has shown that putting
in place an effective customer management strategy is an extremely high
value activity," he continued.
"In many circumstances the return on investment (ROI) can be tens or
even hundreds of millions of pounds. With several CCL clients, the
business cases showed returns amounting to over £100m.
"An unprecedented shift of power to the customer means that, to remain
competitive, companies need to optimise value from a range of
interrelated 'customer management' disciplines: customer insight, value
propositions, customer service, customer experience, relationship
management, channel integration and so on," Rustom explained.
"There is now evidence that neither piecemeal nor technology-led
approaches to this issue have delivered value," he continued. "To be
successful requires strategic, organisational and operational elements
to be aligned within a long term plan - and those operational elements
comprise people and process as well as technology.
"Customer management maps out how core targets, as well as the brand
promise and value propositions, will be delivered," said Rustom.
"It is all about improving the customer interfaces and internal
processes that lead to increased performance. It paves the way for
cross-functional and cross-business cooperation and integration.
"It provides a powerful context to carry out development from the
customer's point of view and it articulates the required
infrastructure, capabilities and culture needed to deliver all of these
Rustom believes that many current customer management programmes fail
because of inadequate customer strategy; adopting a piecemeal or
un-sustained project approach; placing too great an emphasis on
technology; inadequate implementation skills, and lack of flexibility,
alignment and leadership.
Consequently, Rustom advocates a three step approach to customer
management: 'fixing the basics' and defining strategy; embedding best
practice, and then growing customers' lifetime value to the
organisation, enhancing brand value, matching investment with potential
in marketing, sales and customer service while also reducing marketing,
sales and operational costs.
CCL is currently implementing this three step approach to customer
management in a number of organisations - with excellent and
encouraging results so far.
For further details of this approach, contact Kathy Duxbury at CCL on
+44 (0) 1908 441012 or email
About Customer Consulting Limited
Customer Consulting Ltd (CCL) is a specialist customer and change
management company. It helps organisations to optimise their return on
investment in customer management - especially contact centres and
customer-orientated information and technology.
Its vision is to demonstrate that a best practice approach to customer
management delivers sustainable business growth. CCL aims to deliver a
combination of insight, intellect, wisdom and pragmatism - combined
with a real understanding of people - to achieve commercial results
that are beyond the norm. Using a joint project team approach, CCL
offers advice and support to help companies develop and implement
customer strategies that produce results.
With its 100 consultants averaging 20 years experience, CCL helps
business leaders and their teams - including those at Norwich Union,
BUPA, South West Trains and National Express Group - to activate their
internal resources and ensure measurable success.
Further information from:
Kathy Duxbury, Customer Consulting, 00 44 (0) 1908 441012/ 00 44 (0)
Bob Little, Bob Little Press & PR, 00 44 (0)1727 860405;