Attuning your business to proven practices of interdependent and trust-building B2B customer management that will deliver equitable shareholder value.
It has never been more important for B2B companies to shift their customer management from product & price-driven commercial operations to longer-term value-driven relationships. To misquote Austria's Prince Clemens von Metternich “When big business sneezes, their suppliers catch a cold”. Many SMEs are feeling the pinch of recession, and even in thriving sectors, clients leverage that success to demand “more for less” or “more for the same”.
The market forces that drive commoditisation in B2B are so strong that many companies have put customer-centricity into the ‘too difficult’ box. However, other forces and trends are at work that are compelling companies to be more responsive to changing markets, channels, media and client needs. Customer Attuned is a unique, innovative approach to unlock that ‘too difficult’ box in your business and place/keep you on a customer-centred journey to sustained success.
Fundamentals of attunement
We passionately believe that there are three vital underpinning drivers of success in B2B that must be valued, protected, managed and invested in for competitive advantage:
Trust – never undermining your trustworthiness in business
Interdependence – building mutual dependence / rectifying dependency imbalance
Equitability – ensuring that the relationship works commercially over time for all parties involved
The Customer Attuned blog (which will launch in March) will expand on these further . . .
What is Customer Attuned?
Customer Attuned is a practical methodology and toolset that will systematically orientate your business to place trust, interdependence and equity at the heart of everything you do.
It is based on a model of B2B customer management that sets in place a virtuous circle of knowledge-based strategy and plans professionally implemented to deliver the intended results; the experience and measurement of which in turn increase knowledge . . .
The knowledge-through-results cycle works on three levels – how you operate in and develop your market; how you manage business relationships; and your organisation of resources and operations.
If you just want to make a quick buck by distressing the market and then move on; then Customer Attuned is not for you!
How does it work?
The Customer Attuned model is a proven ‘business system’, beneath which are c.350 good practices & capabilities that B2B organisations need to have in place to become truly customer attuned.
The first step in the attunement journey is a formal, evidence based, quantified capability review of your organisation conducted by experts:
Scoring and benchmarking your customer knowledge management, strategy, planning, implementation and results/measurement against good and best practice
Benchmarking is underpinned by Springboard’s benchmark database, which has been built up in over ten years of working with B2B organisations across the world
Depending on the depth of assessment, we include interviews with clients from each of your key segments
Gaps-to-benchmark are clearly pinpointed, with the underlying issues identified
Practical recommendations are made for swift and thorough improvements to be made
The next step is for the leadership team to determine its desire/appetite to become more attuned, based on the findings of the review and the projected benefits of improvement (fully business-cased if required). Thus you will have solid evidence of where you’re starting from; leadership consensus on where you want to go; and the benefits of getting there.
The Customer Attuned recommendations are then scheduled into a route map of Quick Wins, Big Prizes and Strategic Initiatives that will take you to where you need to be.
Every Attuned output is unique to the organisation undertaking the journey, and we can also help you on your own journey, if required, with world-class services in strategy development, organisational design, business casing, change & programme management, account planning, proposition development, training, customer journey mapping, channel management & digital engagement, customer experience measurement – to name but a few . . .
How long does it take?
The initial capability review can be deployed in six weeks, which means that your senior team can be quickly aligned around what needs to be done. The steps thereafter will be tailored to your ambition and requirements, but even large multinationals can have started on their route mapped journey within 3 months of instigating the process.
Who’s behind Customer Attuned?
Customer Attuned is has been jointly developed by Springboard Commercial Consulting Services Ltd and WCL Customer Management Ltd. We believe the combination of Springboard’s track record of delivering returns in B2B customer management and WCL’s strengths in innovative customer-driven change across sectors is a winning formula in creating something new and exciting in the B2B sector.
To find out more