FHG Customer Relationship Management Advisory (CRMA)
How resilient and reliable are your most important professional relationships? How can your company improve market performance and profitability?
FHG's Customer Relationship Management Advisory (CRMA) is a business optimization assessment & executive report designed to answer these questions.
We first gain the perspectives of senior management on what they believe their business does well and what could be improved in customer relationship management & business development. We then gain the perspectives of our client's marketing managers, business developers, account managers, customers and others on the key performance drivers of: 1) strategic customer focus ; 2) market segmentation ; 3) key account management; 4) upselling & cross-selling; 5) referral & other channels; and 6) organizational learning.
In light of these leading indicators, we review the systems, processes, skills and tools the business uses for customer relationship management and compare them with best practices. A primary objective of these interviews and reviews is to gain insights into what changes the managers and sales people believe the business would want to make and what they believe would be impediments to making those changes. That is, what is the current readiness and willingness of the business to make account development & profitability a priority, and what might get in the way of successfully implementing improvements?
At the end of the assesssment, we report & review with senior management what we have found that the business does well in customer relationship management and where it might do better. We then provide senior management with a set of short-term and longer-term recommendations to strengthen the customer relationship management capability. The recommendations are accompanied by specific implications for improved market performance & profitability, and stronger, more resilient human connections.
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