Transformation into customer-centric organization
A global biotech company was confronted with strong decline in customer engagement. Analysis showed that marketing & sales building blocks across brands were not sufficiently in place, leading to an ineffective and inefficient customer centric way of working. Customers are more critical and demand tailored (non-promotional) content at the right time, via the right channel. Been was asked to help go beyond the implementation of a marketing automation tool and help transform into more customer centric and agile organization.
Themes identification and performance framework
We developed an adoption ladder with clear definitions, criteria and KPI’s to increase transparency in account-product adoption. We conducted persona research via in-depth customer interviews to identify key themes and content for customer adoption. To increase efficiency we designed and implemented a clear campaign process, developed a performance management framework, and installed reporting, governance and terms of reference. Resulting in performance driven focus and a customer centric culture.
Increased adoption against lower costs
Fifteen customer persona’s, customer journeys, value propositions, content story maps and end-to-end multi-channel marketing & sales campaigns were developed. The commercial teams were trained and coached in continuous improvement and fact-based decision making. The organization now focuses on customer impact in stead of on activities. Stakeholder adoption was increased by 21%, content creation cost saving as high as 94%.
- 21% growth in stakeholder adoption
- 94% reduction of costs for content creation
- Adoption of fact-based decision making in marketing & sales
‘"Been Management Consulting helped the Dutch affiliate to transform into a customer-centric organization by helping us focus on impact instead of activities. They have a high-quality standard, are eager to make a difference, and they drive results.”
General Manager, the Netherlands
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