On completion of the Customer Management module, candidates should be able to:
“Customer Management is managing the relationship between an organisation, its people and its customers that is aligned with its strategy and business model. This relationship defines its ability to gain, grow, and keep valuable customers. An organisation achieves this through a deep understanding of customer needs, behaviours and value with the ability to engage specific customers or segments in a way that optimises their satisfaction and develops a relationship of trust and loyalty.”
Smarter Way Mentors Limited 2021
In the Business Models module, different business models have a different outcome for the organisation. If a bank selects a customer-centric business model, then it must align the way it manages the relationship between itself, its people, and customers with its chosen strategy and business model. It cannot operate customer-centric in its Marketing and Customer Management departments and operate product-centric or channel-centric elsewhere and expect the results from a customer-centric strategy.
A product-centric or channel-centric strategy and business model requires a very different business alignment, and this module would be called ‘Product Management’ or ‘Channel management’ and have a quite different definition and content. The Business Models Module outlined some of the key characteristics of each of the strategy and business model.
|Orientation||Design the best product on the market||Offer the most channels on the market||Find solutions to customer problems|
|Marketing||Push via direct marketing||Push via channel banners,||Event & life-cycle trigger and a hierarchy of products within segments|
|Processes||Defined product-by-product||Defined by channel capability||Balance between customisation and complexity through a matrix of actions and options based on the customer|
|Organisational structure||Rigid team silos, friction between teams||Rigid team silos, friction between teams||Cross-organisational teaming, low friction|
|Metrics||Profit & market share||Cost & channel efficiency||Mutual value measures|