Chris was asked to develop the strategy.
This strategy was based on a unique customer segmentation model tailored for the finance industry. The model encapsulated cross sell needs analysis and cost to serve initiatives into one program. The program included a staff launch, strong executive involvement, internal staff program, new measures and an innovative team-based incentive program. This strategy set the future direction for the organisations CRM strategy.
This initiative was extremely successful and resulted in approximately 100,000 incremental sales, a dramatic increase in share of wallet, contribution to profit and led to the establishment of a major project team to fully exploit this customer management strategy. The key to the success was engaging staff and as a result it positively impacted on internal culture in addition to incremental sales and financial benefit.