Cases

Defining a Customer Focus Strategy for a Company into Information Technology, Information Technology Enabled Services and Telecom

Challenge

The client adopted a customer focus program with the following key objectives:

  • Target a list of 500 customers globally
  • Drive multinational customers in India to do business globally
  • Cross-sell services of the company
  • Drive customer satisfaction through the above efforts

The top management was encouraged by the positive initial results, and hence decided to transform the ?customer focus? initiative into an organisation-wide, top strategic agenda for the year. Thus, the top management requested UC to define an overarching ?customer focus strategy? for them.

Our Approach

To define the customer focus program for the client, UC followed the below processes:

  • Detailed one-on-one interviews with key stakeholders across all business units
  • Understood existing customer management processes across targeting, acquisition, management and retention of customers
  • Prepared a balanced scorecard framework, using live examples of internal case studies which highlighted the following parameters -
    • Specific initiatives to manage targeting, acquisition, management and retention of customers
    • Need to create account plans
    • Service delivery gaps, reasons behind them and action points to remove the gaps
    • Key lessons for customer focus from the live examples
  • Defined an organisation structure and job descriptions to drive the customer focus program
  • Defined specific initiatives, organisation structure and job descriptions to manage targeting, acquisition, management and retention of accounts, who are a combination of customers or strategic partners
  • Prepared an activity and implementation plan for the recommendations

Impact

The client received a customer and partner focussed program. Quick-wins were also implemented during the progress of the engagement and there were discussions with the top management to decide the way forward for driving the implementation.