The Smart Customer Management Model

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THE SMART CUSTOMER MANAGEMENT MODEL

The management framework to build successful and profitable customer-centered companies.

http://www.smartcustomermanagement.com

2Attribution-NoDerivatives 4.0 International. 2014, Smart Customer Management.

CONTENTS

The Context ................... 3

The Model ...................... 9

Benefits ............................ 15

What Next ....................... 21

3Attribution-NoDerivatives 4.0 International

THE CONTEXT


Sustaining profitability and keeping your company ahead of competition in today’s economy is an increasingly challenging task

Margins are constantly shrinking and competition is now raging everywhere.


Furthermore, companies need to invest more time and resources than ever to succeed with customers

Customers are ever more demanding and have information

overload


An Era where the customer is who decides what, how and when to purchase and how much is willing to pay for a product or service.

Customer goes here now

Let’s open the eyes to see that we all live in a New Age of Customers


As a result, today’s businesses face threats that require organization-wide and integrated management approaches


The Smart Customer Management Model is an opportunity to develop your organization’s customer-centered capability and rely on a process-driven improvement path.


THE MODEL

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MATURITY LEVEL 1: INITIALThe organization has no consistent way of focusing on the customer. Since most customer related processes are ad-hoc, they are constantly reinvented on each project, and frequently appear chaotic.

MATURITY LEVEL 2: FOUNDATIONALUnits or project workgroups establish the foundation for the organization to become more customer-oriented by institutionalizing selected processes.

MATURITY LEVEL 3: ORGANIZATIONALThere is inconsistency in how process areas are implemented across units and/or projects and there is little synergy in the organization. Thus the organization is missing opportunities.

MATURITY LEVEL 4: ANALYTICALThe organization establishes quantitative objectives for customer value and process areas performance and use them as criteria for overall business management.

MATURITY LEVEL 5: INNOVATIVEThe organization continually improves its process areas based on fine-grained customer data quantitative analysis and treats change management as an ordinary business process.

Attribution-NoDerivatives 4.0 International. 2014, Smart Customer Management.

The Model features 5 Maturity Levels

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The Model is structured along an integrated system of principles, goals and process areas


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The 24 Process Areas address key specific customer-oriented activities and practices

Ordered into 5 Categories:

Implementation Management

Produce and Delivery

Knowledge Management

Organizational Development

Customer Orientation


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Incrementally implement process areas belonging to an individual

Goal selected by the organization

SYSTEMIC PATH ORGANIC PATH

Meet a certain Goal by incrementally addressing successive sets of process

areas


To reach a particular Maturity Level the organization can choose among two Implementation Paths

OR

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The Model also encompasses a proven methodology for managing the effective implementation of the Model

MEMODI (Method for Effective Model Implementation)


Highlights the key steps for an effective implementation of the Model and outlines a core set of best practices that

should not be left apart when planning for or working on the implementation.


BENEFITS

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The organization can focus the scope of the actions aimed at becoming more customer-oriented on just a few core goals and process areas derived from proven best practices.


Focus assets on a few core goals

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The Model enables your business to steadily improve its profitability and create lasting competitive advantages.


Improve your business performance and competitiveness

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Your company can characterize the maturity of its customer-centered initiatives against a benchmark being used by other organizations.


Benchmark the Maturity Level


The Model provides holistic management guidelines that help organizations prioritize resource allocation and avoid implementation risks.

Prioritize resource allocation and avoid risks

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The Model’s process-based philosophy makes it easy to integrate with other ongoing corporate change initiatives and marketplace improvement frameworks.


Easy to integrate with other change initiatives


WHAT NEXT

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Define a “to-be”

state

ExecuteImprovements

DiagnoseProcessAreas


Baseline your processes, plan and choose a Model implementation path

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Although certification is not a requirement, organizations and companies want to be assessed and get certified to the Model’s Maturiy

Level by a third party. The best reason for wanting to be assessed and get certified is to improve the organization’s customer-centered capability.


Assess your Maturity Level and Get Certified

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Train yourself and your peopleCheck Our On-Line Training Series to Learn About the

Smart Customer Management Model


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Smart Customer ManagementAvda. de las Estaciones, 2228850 Madrid- SpainT. +34 91 678 26 07E. [email protected]+

http://www.smartcustomermanagement.com

For more information, contact:

The Smart Customer Management Model

Business

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