Key Objectives
- Develop capability to map and keep up-to-date current and potential B2B customers
- Use market mapping to organize channel and capacity deployment for acquisition and retention
- Introduce a customer-centric segmentation
- Revamp operating model and provide all necessary tools to improve performance
Our Approach
- Completed a market mapping exercise which included: catchment area definition and evaluation, estimation of market share and coverage per area for the different sales channels
- The key outputs of the market mapping exercise were a lead distribution exercise as well as targeted capacity reshuffling recommendations
- Defined new B2B customer segments as well as customer-centric segmentation criteria to replace old value segmentation
- Complemented segmentation with a “share of wallet” metric
- Simulated new segmentation on existing customer base
- Developed contact strategies and determined capacity requirements per sales channel
- Designed a new operating model and corresponding tools for Business in Retail channel
Impact for our Client
- Increase in value generated of more than 30%
- Operational savings across a number of processes and touchpoints
Segmentation Rules
Lead Distribution
BiR Charter
