The new rules of the game for Customer Intelligence

Written by Silvana Buljan for Buljan & Partners Consulting

When it comes to Customer-Centric Leadership supported by sophisticated technology I have learned something new about the current standard of customer analytics. All of us agree that we need to analyze all the data we have available for our customers to give them a better service: transactional data, profiling, behavioral data, etc. And most of us agree about the enormous efforts made in customer analytics: after a complex process of parameterization and qualification of data it sometimes takes weeks for marketing professionals to receive target group segments in order to conduct personalized campaigns. It seems that this will be redundant in the near future with recent developments at big database technology vendors, who are all going for the same concept: in-memory storage. My reduced knowledge of database technology did not keep me from understanding the new functionality of the new SAP 360 customer application based on HANA at the annual SAP Sapphire event in Madrid. If what I have seen is really how it works, it is an amazing step towards “democratization” of the availability and analysis of customer data across the organization. Even marketing and service professionals will be able to segment unstructured customer data – in real-time – without having to make internal requests for data queries to their IT departments.

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The Sunflower – Customer Centric Metaphore

Written by Luis Hergueta for Buljan & Partners Consulting

There is a very meaningful and unique icon in our company and it is sunflowers. And the explanation to this is because sunflowers turn to its origin of life -the sun- as well as a company turns to its reason of existence -the customer-. And that is clear. The sun never stays exactly in the same position since days and nights start all over again every 24 hours.

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10 years Customer Centric Management in Spain: still finding the path…

Written by Silvana Buljan for Buljan & Partners Consulting

When positioning Customer Centric Management in conferences, meetings with clients and even in discussions with subject matter experts from the industry, I come to the same conclusion as about 10 years ago: focus is on consolidating customer information (“I want to know”), across channels evolving with technology (from phone via Internet to social networks), and seeing in the customer a profitable cash-cow in the short term (“I want to sell better and more”). The only difference is the nomenclature: we don´t talk about CRM any more, but about customer centricity, customer experience, customer co-creation and, and, and.

The holistic view on customer management is still missing, because in the top rows of most organizations long term and profitable economic growth based on “doing the right things right” has disappeared from the agenda, and all initiatives related with customer management are considered as candidates for “automation”. Why don´t we learn from all the real cases that we have seen in the CRM industry since so many years? Demonstrating with business cases that technology without a business proposal, based on the company´s strategy and corporate values, has absolutely no value for excellent relations with customers, who in the long term are THE asset for improved business performance?

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Success story of a Spanish supermarket chain

Written by Lisa Rottmann for Buljan & Partners Consulting

The Spanish financial crisis challenges even the largest and most valued companies and changes strategic trends in different market sectors. A few years ago, El Corte Inglés comfortably occupied the first place in the distribution chain of Spanish supermarkets, now Mercadona has stolen the “throne”.

Mercadona’s success is due to a commercial strategy based on creating value for and satisfying the needs of all stakeholders: customers, employees, suppliers and society – all of equal importance.

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