Creating relevant conversations is often about far more than communications or creative strategy.

A foundation for longer-term success looks at every facet of your customer management model.

Customer Management as a concept has business strategy at its heart. As a result we have been involved in everything from scoping new channels and products to price elasticity modelling, risk management, internal training, profitability analysis and multi-channel customer contact strategies.

Our customer management framework incorporates five key steps that can be utilised and applied either as a continuum or, as is more often the case, as components to help us define the best approach given the needs of our clients. These steps are:

1) Data and Market Audit

- Understand the competitive environment for your brand(s), products and services.

- Explore customer attitudes and opinions.

- Assess the customer data available, understand the gaps in our knowledge and identifying potential opportunities for completing the picture.

2) Analysis, Segmentation and Modelling

- Turning data and information into actionable customer insight to feed all aspects of strategy and creative development.

3) Customer Management Strategy

- Armed with a clear understanding of the market dynamics, customer needs and customer insights, what needs to be done to maximise the life-time value of the our customers now and in the future?

- What do we need to do differently - systems, processes, people, products, pricing, promotion etc - to improve the customer experience at each stage of the customer life-cycle.

4) Campaign Development

- Given what we know about our customers and their preferences, what communications need to be developed? How should we best position the message and what channels should be used?

5) Results Analysis

- Closing the loop, what has worked and what can we learn from?

- What do we need to do differently next time?