IDENTIFYING THE CHALLENGES
CMO can help operators to meet the real needs of their customers, eliminate process failure, and achieve sustainable cost reduction in customer-facing operations.
Different segments or groups of customers have different needs, goals and lifestyles. Treatments, propositions and cost of service should therefore be adapted to respond to these.
EXPLORING THE SOLUTIONSCMO is a best practice process applied by an experienced team of BT people who really understand both the industry and Customer Relationship Management (CRM) best practice. They know the technology inside out, and can manage business change successfully.
The CMO approach encompasses the five key ‘moments of truth’ that have the most impact on determining the success or failure of service and CRM implementations:
BT specialises in CMO within the telecommunications, retail finance, utilities, and government sectors - typically where the client has a large volume of interactions with their consumers or business customers over the telephone, Internet and face-to-face channels
REAPING THE BENEFITSUsing this approach, we have shown that ‘cost to serve’ can be reduced by up to 20%. At the same time:
- Customer retention can be increased by 10%
- Sales conversion rates can be lifted by 10%
- Customer satisfaction can be improved by 15%