The 100 Day Marketing Transformation

Challenge

Our client is intent on becoming the most customer centric business in their sector. A fundamental part of this ambition has been to align completely the organisation with its customers through all its touch points. This is to ensure that the business creates value for its customers at every opportunity. Also to change the approach to managing marketing, sales and service from a product focus to a strong customer focus. A key part of this has been to design a new approach to customer centric marketing strategy and planning that embraces fully the customer centric ambitions of the business. All of this had to be undertaking within the context of an increasingly strict regulatory environment.

Approach

Working within the business transformation team we used a variety of frameworks to design a new strategy and planning template. This covered commercial product management, customer value analysis, communications planning and budget management. In addition we developed a new “end to end” approach for customer strategy and communications planning operations. This incorporated …. Much effort was dedicated to keeping the marketing teams from three divisions engaged and enthusiastic. We have designed and delivered this in 100 days.

Outcomes

All three marketing divisions in the company have adopted the new approach. It has significantly enhanced the operational efficiency of marketing. Also it has ensured that customer value is at the centre of all marketing decision making in the business. We have now implemented a continuous improvement programme and have been asked to roll the approach out to other markets.