Challenge
Our customer knew that different types of relationships exist with different customers. They wanted a measure that would help them improve their understanding of those relationships and then take specific actions to improve relationships and profitability.
Actions
FullView Solutions, in conjunction with one of the customer’s operating companies, built a Customer Relationship Assessment and a four-quadrant, Customer Relationship Model. The assessment included 12 customer-driven measures and 12 company-driven measures that formed a complete picture of the customer relationship. Using FullView’s Measure to Manage Framework, notifications were emailed to customer contacts, inviting them to complete a brief online survey, and survey results were automatically compiled into aggregate reports.
Result
Managers received reports that pointed to actionable changes that could be made to grow a more profitable customer base. The results were used to assess and contrast relationship measures and determine the degree to which improvements could be made to help migrate customers to more profitable purchases.
