Large Utilities Company
Data, Insight, & CVM Operating Model
Challenge
During a period of significant change where the Director of Data & Insight was leaving the organisation, the company were in need of senior level guidance to define the Data, CVM and CRM business areas through a CVM Operating Model and effective recruitment for key team members.
Adopting a CVM Operating Model would enable them to run an effective team that would allow them to identify and capture future potential from their customers and output differentiated and highly targeted offers through next best action technology.
Solution
Our leadership worked with the client’s commercial and data leadership to tailor our best practice CVM Operating model to their specific needs and challenges.
Once signed off, we defined the transition steps required to migrate from decoupled product focused CRM to fully integrated Data, Insight, and Customer Value Management.
Identifying 3 key operational leadership gaps, we created job specifications, sourced, and assessed potential hires for them – securing the right people.
As the new operating model embedded, we worked with them to refine processes and measurements of success in order to ensure clarity and efficiency across the wider function.
Results
The DICVM function was instrumental in delivering, in partnership with CVM People, a wide range of significant capability enhancements across data and decisioning.
The company saw huge strides in its ability to present highly personalised offers across multiple channels, via joined up journeys and triggers.
These offers were managed as part of an integrated CVM planning and trading framework, proving the organisation with clearly defined leavers for growth, profitability, retention, etc. and ultimately delivering significant improvements across these areas as compared to prior CRM activity .
