Estratégia focada no cliente

Ajudamos os mais variados tipos de empresas a promover um valor diferenciado, fidelidade à marca e crescimento sustentável, colocando os seus clientes em primeiro lugar.

Engaje seus clientes, impulsione o crescimento

Os consumidores atuais confiam em marcas que proporcionam experiências consistentes, relevantes e personalizadas em todas as interações físicas e digitais. Para criar essas experiências, as empresas precisam entender totalmente seus clientes e saber responder com os recursos, produtos, serviços e canais adequados. Usando a combinação certa de visão de negócios, experiência e tecnologia, ajudamos nossos clientes a superar as expectativas de seus consumidores em todas as interações e a alcançar um crescimento duradouro e rentável.

Mais de 80% dos líderes executivos dizem que a estratégia focada no cliente será uma das suas principais áreas de investimento nos próximos três a cinco anos. Você está entre eles?

Como podemos ajudá-lo

  • Estratégia focada no cliente e
    design de experiências
  • Marketing
    e vendas
  • Serviço
    e engajamento
  • Preço
    e lucro
  • Análises
    de consumidores
Estratégia focada no cliente e design de experiências

Estratégia focada no cliente e design de experiências

As empresas precisam encontrar o equilíbrio certo entre gerar valor para o cliente e para o negócio. Com esse objetivo em mente, ajudamos nossos clientes a avaliar o panorama geral dos seus consumidores, identificar em quais segmentos eles devem se concentrar e se relacionar de uma forma coerente com esses públicos em todas as interações relacionadas a produtos, serviços, soluções e mensagens da marca. Nossos serviços incluem:

  • Estratégia de crescimento da base de clientes
  • Segmentação de clientes
  • Design e estratégia relacionada a experiências
  • Desenvolvimento de modelos operacionais
  • Desenvolvimento da proposta de valor

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Marketing e vendas

Marketing e vendas

Na era da experiência, ajudamos os clientes a aproveitar as mais importantes tendências e ferramentas digitais para integrar estratégia, insights e análises sobre os consumidores, design de experiências e tecnologia. Buscamos a excelência em marketing e vendas para permitir a inovação, apoiar estratégias de engajamento dos consumidores e entrada no mercado e impulsionar os resultados. Nossos serviços incluem:

  • Estratégia de marketing e modelo operacional
  • Gerenciamento de portfólio e marca
  • Estratégia e eficácia da força de vendas
  • Estratégia de canal e RTM
  • Alinhamento e design da organização de vendas

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Serviço e engajamento

Serviço e engajamento

A informação está por toda parte, as experiências estão integradas em todos os canais e os indivíduos esperam respostas personalizadas imediatas. Trabalhamos com nossos clientes para ajudá-los a transformar seus serviços físicos e digitais e prosperar nesse mercado em rápida mudança, com as estratégias e a abordagem organizacional corretas. Nossos serviços incluem:

  • Estratégia de serviço e crescimento de receita
  • Experiência omni-channel
  • Otimização do centro de contato

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Preço e lucro

Preço e lucro

Uma boa gestão de margens exige competências que misturam matemática e ciência administrativa. Mais do que nunca, as empresas precisam de uma estratégia holística de preços que comece com o usuário final, use um número crescente de fontes de dados e reflita o valor entregue e recebido pelos parceiros de canal. Trabalhamos com nossos clientes para desenvolver estratégias e competências de precificação que apoiam o crescimento lucrativo e otimizam a captura de valor. Nossos serviços incluem:

  • Estratégia de preços e modelo de receita
  • Rentabilidade e otimização do portfólio de clientes
  • Promoção comercial, descontos e eficácia de descontos

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Análises de consumidores

Análises de consumidores

A chave para entender os consumidores é obter os insights certos. Apoiamos as estratégias dos nossos clientes com técnicas avançadas de pesquisa quantitativa e qualitativa, baseadas em dados que fundamentam decisões complexas de marketing, vendas, preços e canais. Nossos serviços incluem:

  • Insights sobre os consumidores
  • Análises de marketing
  • Análises de vendas
  • Big data e análise digital

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Estudos de caso

Como trabalhamos com nossos clientes.

Consumer products

U.S. beverage maker uses loyalty to drive revenue

A U.S. beverage maker wanted to enhance its customer experience strategy and develop a more personalized loyalty program. Strategy& created journey maps, assessed opportunities to transform its digital organization, and evaluated more than 25 loyalty program elements. As a result of our work, the client is now delivering a seamless experience across all channels, its customers’ mobile purchases increased by 22 percent, and its membership and loyalty are estimated to be up double digits over the next five years.

Luxury goods

Jewelry manufacturer uses customer-centricity to find headroom for growth

A leading jewelry manufacturer wanted to create a new, consumer-centric market segmentation to better understand customer attitudes, identify new market opportunities, and align its offerings to its target customers. Strategy& took a market-back approach to understanding consumer preferences, working with company data, leveraging market research, and conducting sophisticated analytics around consumer preferences. As a result of our work, we uncovered five distinct segments for which we recommended specific brand positioning options. The client is projected to achieve two to three times its absolute sales growth by 2020 and make improvements in net margins of between 10 and 15 percent.

Media and entertainment

Broadcast network enhances internal content flow

To increase its organizational efficiency, a major broadcast network wanted to enable transparent, real-time collaboration and sharing of information among reporters and producers. Strategy& iterated and implemented a tailored solution for content creation, sharing, and tracking, which is now being used globally within the organization. As a result of our work, the organization’s employees can now seamlessly discover breaking news via social media and other mobile channels, collaborate with peers, and report the news more quickly.

Telecommunications

International telco expands into new markets

Approaching an expansion into eight new markets, an international telecom company wanted to more systematically and strategically allocate its marketing spend across geographies. Strategy& delivered a clearly defined analytical and statistical framework, a tangible set of dashboards to properly measure the ROI on marketing spend, and a detailed evaluation of vendors best suited to deliver against this vision. Our efforts resulted in a nearly 3 percent efficiency gain in marketing spend over three years.

Retail banking

Major retail bank drives utilization of digital products

A major U.S. bank launched a customer acquisition initiative to better understand how to engage customers, as well as to leverage social media channels in their promotional mix to drive utilization of digital products. Strategy& used a combination of social listening and analytical techniques to generate insights and identify opportunities to use social media to promote products and enhance customer engagement. Our work resulted in a distinct and measurable social media strategy linked to the existing marketing strategy and a five-pronged implementation plan.

Wealth management

Wealth management firm drives customer acquisitions

A wealth management firm with brokers across the United States wanted to capitalize on the growth of digitization to spur growth. Strategy& identified three digital initiatives to acquire new affluent households over three years: developing a new prospect database, tailoring products and services to segmented populations, and expanding the company’s influence via online channels. After creating strategic blueprints based on competitive analysis and profiling of targeted consumers, we identified key partners and vendors and addressed the operating model implications. As a result of our work, the client expects to yield more than 200,000 new affluent households and is investing $8 million in digital platforms.

Insurance

U.S. healthcare insurer improves customer experience

As part of a broader cultural and organizational transformation strategy, a U.S. healthcare company wanted to improve its customer experience. Using human-center design, Strategy& focused on two member journeys: post-enrollment 90 days and care in time of need. We set out initiatives to fix pain points, used human-centered design to reimagine the experience, and then mapped out key initiatives and capabilities required over waves of releases. As a result of our work, the client’s senior marketing executive said: “Reimagining a more personalized approach where employees step up and say ‘I’ve got it’ is key to reenergizing our culture and brand.”

Pharmaceuticals

Pharmaceuticals company redesigns its patient engagement model

A top 5 pharmaceutical company wanted to improve patient engagement by designing, building, and launching a disease-agnostic patient engagement model that could be utilized across business units. Strategy& identified the key patient pain points, reviewed competitor programs, and developed solution concepts. We then categorized the client’s patients into different personas and developed four solution concepts that serve as a curated, comprehensive engagement model for patients following diagnosis. This strengthened the client’s positioning in oncology, leveraged the client’s scale, and improved the scope of services provided to patients.

Publicações

10 Principles of Customer Strategy
It’s no longer enough to target your chosen customers. To stay ahead, you need to create distinctive value and experiences for them.

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