Switching the focus from products to customers: a lightbulb moment for marketing
Business Issue:
Arco were aware that they had been trading as a traditional sales driven business and that products not customers were central to their marketing efforts. As part of a number of significant changes to business processes they wanted to change the focus of planning to the customer. A key step in that process was to gain a better understanding of the customer and how they are processed and valued through the business.
Brief:
- Develop a customer understanding and generate insight to help the change in direction of the business
- Build segmentation of customers that will allow strategic level planning
- Help target future sales and marketing initiatives to focus effort and resource on the most profitable customers
Our thinking:
- Understand what a customer actually is within a multi-regional multi contact B2B environment
- Discover the most important factors that influence the customers’ potential
- Develop segments at a higher level of customer to daily sales contact to deliver cross regional growth
- Build a way to integrate the broad product portfolio into actionable growth strategies
Our approach:
- Deep exploration of customer purchase and interaction behaviour
- Development of 4 key dimensions for aggregating customers
- Categorisation of products into customer relevant sub categories
- Next best product models scoring
- Account level potential revenue modelling comparing internal and external peer groups
Our output:
- Strategic level customer segmentation of 8 distinct customer types with different strategic goals
- Sales targeting to drive growth of customers at an account manager level
- Campaign selections to improve response and conversion rates of email and telesales campaigns
Business Impact:
Increased return from customer interactions
