Case Study: ICD001: Key Client Review
Drivers
- Increased competitor activity, reduction in market share
- Business requirement to obtain more ‘sales’ from less expense
- Desire to strengthen and deepen the relationships with the customer base
During a period of revolutionary change in their customers’ purchasing patterns, the client, an international manufacturer of highly specialised medical supplies, required a full understanding of the new purchasing drivers and influencers within the process in order to maintain their competitive position in the marketplace. The objective of the study, aimed at focussing on identifiable relationships within a select number of key customer accounts was to provide feedback on the new structure of buying influence and purchase decision making. The study examined business activities supporting key customers and their buying decisions, highlighting how sales and marketing efforts could be targeted in a more informed and effective manner.
Inputs
- Segmentation of customer base to create sample frameworks (using all data sources within the organisation)
- In-depth semi-structured customer interviews
- In depth interviews with internal stakeholders (sales, service, marketing, finance etc)
Using a combination of factors the customer base was segmented using strategic marketing, customer relationship management skills and sector specific knowledge. Key customers were identified in order to interview a cross section of professionals that would provide a full and thorough picture of the new processes. The in depth key client reviews were compiled and reported upon at an individual level with feedback not only expressed in terms of the marketing activities of the client but also that of their major competitors and benchmarked organisations.
Deliverables
- Feedback on the status of the commercial relationship and competitors’ practices
- Developed understanding of marketplace trends from the customers’ perspective
- Identification of profitable customer segments
A report was produced for the client outlining the new purchasing procedures in full, identifying individuals and roles within the process as well as strategic recommendations for marketing communications content, professional education activities and the deployment of resources in order to best effect sales and marketing efforts.
Outputs
- Recommendations on strategic relationships for development, recovery and improvement
- Recommendations regarding deployment of sales resources and professional education activities
- Recommendations on the improved use of existing channels for efficiency and enhanced customer relationships
- Major company wide initiative set up to address all recommendations
The client was able to feed the recommendations into the activities of both their sales representatives and their strategic sales and marketing activities, enabling them to become highly focussed in their approach and in so doing develop stronger and more profitable commercial relationships with their customers across their business. The business was able over a 2 year period to achieve the overall sales targets by applying the improvements recommended.