CVM Corporate Advisors CVMCVM CVMCVM CVM Customer Value Management A Presentation

CVM Corporate AdvisorsCVM Corporate Advisors CVMCVMCVMCVM

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CVMCVMCustomer Value Customer Value

ManagementManagement

CVMCVMCustomer Value Customer Value

ManagementManagementA PresentationA PresentationA PresentationA Presentation

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Structure of the PresentationStructure of the PresentationStructure of the PresentationStructure of the Presentation

Our VisionOur FocusOur PhilosophyOur “Product”Our Process

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Our VisionOur VisionOur VisionOur Vision

ToTocreatecreate

success*success* for ourfor our

customerscustomers

* market position, profitability and corporate value

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TheTheCustomerCustomer


SuccessSuccessSuccessSuccessThe The

CompanyCompany

The The CompanyCompany The The

CommunityCommunity

The The CommunityCommunity

Our FocusOur FocusOur FocusOur Focus

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Our PhilosophyOur PhilosophyOur PhilosophyOur Philosophy

Customers are the very reason why companies exist.

The digital revolution is profoundly impacting every aspect of doing business.

All organisations have a hidden human potential which can be unleashed.

Customer

Community

Company

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Our Philosophy (cont.)Our Philosophy (cont.)Our Philosophy (cont.)Our Philosophy (cont.)

It’s heart and soul - which are the people and their attitudes, values and principles.

It’s body and brain - which are the resources and the organisations’ competence and experience.

It’s energy - which is the relationship and interaction with the customers.

In order to be successful, all companies must manage well:

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Our ContributionOur ContributionOur ContributionOur Contribution

Stronger market position andcompetitive advantage

Increased profits

Increased value of the company

Success Indicators

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Our ProcessOur ProcessOur ProcessOur Process

CVRA

A complete Customer Value and Relationship

Audit

CVRMP

A Customer Value and Relationship

Management Program

CVRMS

A Customer Value and Relationship

ManagementSystem

Start Check point

Delivery

With partners

We work with: we do: we deliver: we implement:

C

CC

S

Check point

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CVRA - ChecklistCVRA - ChecklistCVRA - ChecklistCVRA - Checklist

The CustomerThe Customer The CompanyThe Company The CommunityThe Community

Customer Knowledge Sales & Marketing Trends & Forces

Analysis Understanding Requirements

CRM Branding Communication

Investments Systematization Availability

Customer Communication The Resource Base The Digital Revolution

Support Information Advantages

Corporate Value Profitability Structure Capital

Network Value New Business Concept Customer Loyalty

Customer Satisfaction Human Resources The Competition

Measurements Personalization Assessment

Culture & Values Hidden Potentials Performance

Hypercompetition Customer Power New Competitors

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The CustomerThe CustomerThe CustomerThe Customer



Customer Satisfaction• Measurements• Personalization• Assessment

CustomerKnowledge• Analysis

• Understanding• Requirements

• Support• Information

• Advantages

CustomerCommunication

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Customer knowledge

refers to how effective an organisation is at determining current and potential

customer requirements and how well the company understands the relative

value that customers place on product/service features. Here are a few

examples of how this information can be gathered;

Interviews with key customers Interviews with lost customers Won/lost analysis

Understanding the customers business Study of customers business environment Analysis of competitors activities

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Customer Communication

relates to how effective an organisation is in; Handling customers inquiries and orders Providing customers with product and service information Technical supporting Utilizing the potentiality in the digital revolution

Dealing with account queries Dealing with customers complaints

Following up of transactions

The more relevant information that can be made available throughout an organisation,

the better positioned the organisation is to satisfy their clients and gain a competitive

advantage over their competitors.

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Customer satisfaction

is a component that looks at how an organisation determines customers

satisfaction or dissatisfaction. The methods used will depend on the customer

segment.

Customer satisfaction results should be analyzed and acted upon by senior

managers in the organisation.

This means that the whole process from the company´s suppliers, through the

own company and the distribution system, all the way to the end user, must be

analyzed.

Key accounts should, for instance, be visited personally, in order

to assess their satisfaction or dissatisfaction.

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The The CompanyCompany

The The CompanyCompany

The CompanyThe CompanyThe CompanyThe Company

Sales & Marketing

CRM Branding Outsourcing

The Resource

Base HumanResources

Culture & Values Hidden potentials Performance

Corporate Value Profitability Structure Capital

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Sales and Marketing

CRM

Rapid advances in technology are creating profound business changes in Sales and Marketing

functions. Customer Relationship Management (CRM) is the new tool for integration of

markets, sales and service, into a platform for enhanced customer collaboration.

Key functional areas include;

Marketing Automation - generating quality leads. Sales Automation - from leads to closing of business. Customer service - resolving customer issues. E-Commerce - handling the transaction on-line.

Internet based CRM systems will provide a common platform to deliver applications for use

by employees, partners and customers.

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Sales and Marketing

The changing role of branding

The emergence e-business will change the role and value of traditional brand equity as a

mean of retaining and attracting customers.

Companies will find that many traditional brand building tools and strategies will decrease in

effectiveness or will not simply be transportable to interactive channels.

Companies will have to experiment with new branding media, strategies and tactics for

creating “virtual branding equity” and they must reallocate a significant portion of traditional

brand spending to build loyalty in electronic communities through superior customer care and

personalisation technologies.

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Sales and Marketing

Outsourcing

A clear trend is outsourcing of certain elements of sales and marketing to new type of

virtual service companies and utilities that deliver:

Scale infrastructure and technical capacity as; Internet Service Providers (ISP’s), Application Service Providers (Asp’s), Storage Service Providers (SSP’s), Hosting, Transaction Engines and Web Ad Serving.

Specialised expertise in e.g. Internet Ad design, Web integration E-commerce strategy and Channel intermediates.

Outsourcing of sales and marketing functions will be essential in developing an

adaptive marketing cost structure that enables state of the art capacity in core

strategic areas.

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The CompanyThe CompanyThe CompanyThe CompanyHuman Resources

Culture and Values

Most organisations that have been around for some time has a culture that, if not subscribe

by all, usually is understood as “The way we do things here”. These values actually

practiced by the people is the clearest expression of the real culture within the organisation.

It is vital do define a clear set of professional culture values to guide management behavior

and business relations at all levels.

Examples of such expressed values are; We are all in this together-company-suppliers-customers. Open and honest communication is essential for us. Everyone shall have access to all information on all operations. We focus on processes and not on individual work. There are no success or failure, just learning experiences.

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The CompanyThe CompanyThe CompanyThe CompanyHuman resources

The Hidden Potentials

Every organisation has a hidden human potential. A successful opening and management of this

potential will in the end create increased value in the company itself and for its customers.

The basics for the development of an organisations human potential is to have; the right people working in the right environment focusing on the right objectives.

And the management must have; a shared vision complementary skills mutual trust and respect

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The CompanyThe CompanyThe CompanyThe CompanyHuman resources

Performance

A company must regularly conduct surveys designed to measure how well the people are

doing in supporting the principal of values, through interaction within the organisation and

with people outside the company.

Human resources management should also be used in the context of concrete actions such as; Reducing personnel costs by lowering of absence, recruitment costs and staff turnover. Improving performance and productivity by increasing skills, motivation and moral. Improving the effectiveness of human resource administration through increased efficiency,

faster response, more accurate reporting and focused management. Investing in knowledge creation and development.

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The CommunityThe CommunityThe CommunityThe Community

Trends & Forces

Investments Systematization Availability

The DigitalRevolution The

Competition Hypercompetition Customer Power New Competitors

Network value New business concept Customer loyalty

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The CommunityThe CommunityThe CommunityThe Community

Trends & Forces

Trends and driving forces in a market or a branch are increasing in complexity and

becomes more and more difficult to foresee and anticipate. It is therefor crucial for a

company to systemise and invest in its “environment custody”. Here are a few

examples of important topics to follow and analyse;

Public opinions Political changes and legislation's Environmental issues and restrains Innovations and technological break-through´s Shifts in capital and investment flows Mergers and acquisitions

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The CommunityThe CommunityThe CommunityThe CommunityThe Digital Revolution

The digital revolution is changing the logic in most aspects of business.

The digitalization of products and services creates new opportunities and challenges for all

companies. Basically there are three areas to analyze carefully:

The potential for increasing value for the customer at a low cost. The potential to create a continues income. The potential to build close customer relation - one-to-one marketing.

An increasing larger part of the economy is becoming less physical and more immaterial

(digital). With the clear distinction between what can be delivered digitally and what must

be delivered physically.

In the digital world the value chain is no longer a chain but a network where values move

around in all directions and where the final customer, as well, participates in the value

exchange.

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The CommunityThe CommunityThe CommunityThe CommunityCompetition

New competition will arise from companies changing their business structure or moving into

a new branch.

Key questions Who are my competitors today? From where is new competition emerging?

The competition becomes an hypercompetition when customers can compare products

and services easily and objectively. Computer power, unlimited communication capacity,

portals, search-engines, etc. creates an eldorado of comparisons.

The enormous quantity of information that will be available in the digital global marketplace

will make gathering, processing and presentation of information to a new business.

The fierce competition makes it absolutely necessary to submit added value to the

customer and thereby creating a possibility to get higher prices.

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Our working principals Our working principals Our working principals Our working principals

We start when we have agreed on a workplan and our client say OK.Let´s go!

We work with our client and involve the people in the company.

We keep a complete opennessin the relation with our client.

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What is our competitive What is our competitive strength?strength?

What is our competitive What is our competitive strength?strength?

Experience.The partners have 100 years of combinedexperience from many branches and stand with “one leg” in both the old and the new economy.

Knowledge.The partners have combined 50 years in management consulting business and have worked with all kinds of consulting techniques.

Fantasy.The partners are creative persons with sensitive ears and with curiosity and enthusiasm as a part of their personalities.

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FocusWe focus on “the moment of truth”. What is the product, who is the customer and where is the money?

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CVM Corporate Advisors CVMCVM CVMCVM CVM Customer Value Management A Presentation