Customer Advocacy Art, Science or Everyday Life

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Customer Advocacy Art, Science or Everyday Life

• Anne Rahkonen
• Sonera Corporation Strategic Marketing

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Why is Customer Advocacy so important?

• Dont assume that customers are looking
  for a relationship with you!
• Dont assume that customers
• want to co-operate with you!

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Why is Customer Advocacy so Important?

• Dont assume that customers are fair!
• It is not enough that customers
• are satisfied!
• Brand image doesnt ensure
• customer loyalty!

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Why is the customer advocacy critical - B2B

• For many years customers have been telling us
  about the
• problems
• too many overlapping interfaces
• too difficult to develop holistic relationship
• not enough professionalism in finding the right
• solutions for their business
• lately - overlapping and competing solutions
  offering

Falling customer satisfaction Lost
customers Damaged brand image
Money lost due to inefficiency Missed cross
selling opportunities
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Why is customer advocacy critical - B2C
We are missing the holistic way to take care of
our customers and are not able to offer packaged
solutions -increasing complexity and
overlapping of the offering -too many
customer interfaces, customer saysknow me in
every touch point -up-selling,
cross-selling opportunities
Customer confusion Wasting of
market position Fragmented Brand
Image We are not maximising the
advantage of
all-around know- how
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CAD and the Business Structure

• The Business Structure review provides the basis
  for the development and execution of CAD.

To improve customer satisfaction the company
has to offer an easy way to do business with it
.Customers want comprehensive solutions and one
view of the company.
Instead of operating as one company we offer
several services from several units
Very often a Business Structure
supports fragmented way of operating
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Critical Success Factors

• Increase overall knowledge of Customer and share
  it
• - Best recourses working seamlessly together and
  sharing knowledge across organisational borders

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How to manage the project
CEO/Board
Empowerment over BUs
Project Steering Group Customer team
Working group Customer advocacy managers have
co-ordination responsibility within their unit
for all customer sub-projects. Their role is in
addition to their present function.
Customer advocate
BU Heads from largest units
Customer advocacy managers Cross-BU
sub-projects Marketing managers Sales
managers Customer care managers CRM
Managers Sales support functions etc.
Customer team Members from Strategic Marketing
team BU Customer advocacy managers
e project
Various cross-BU sub-projects are run between
Marketing, Sales, Customer Care and other
managers. Sub-projects are brought to the
Customer team by BU Customer Advocacy managers.
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Customer Advocacy in multi-channel environment

• The e -world is a new challenge for taking care
  of the customer in all touch points.
• Rather few companies have succeeded to organise
  their traditional Customer Relationship
  Management channels before there is a demand of
  new e -channel with real time
• requirements.

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e framework

• Customers Employees
  (sales/service) Partners

Users
Tools
Face to Face Phone Fax e-mail Mail IVR
Web Internet
Sales Call Center/Help Desk
Partner
Customer Interface
Electronic Customer Interface
Interface
Electronic Customer
Order and Delivery
Billing
Availability Management
Process
Sales and Marketing
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e -Project concentrates to Web based interface
?
?
?
Customer
One voice
Fifth voice
Second voice
Third voice
Fourth voice
to harmonize the e-interface is a good start,
but the current approach doesnt assure one
voice!
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80 people - 20 technology

• Business Strategy/CRM Strategy
• 80 Transformation to staff at all levels
• Operative work in Customer Interface
• 20 Technology enabler

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Key learnings

• Listen to your customers.
• Collect and share the information within your
  organisation.
• Let the Customer Advocacy lead your Business
  Strategy.
• Know your customer in every touch point.
• Build your IT Infrastructure to back up the
  business requirements and not vice versa.

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Art, Science or Everyday Life

• Art YES
• Science YES
• Everyday Life YES

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Because Customers are paying our salaries