All Customer Value Maximization engagements involve a three step process – Measure, Manage and Maximize. Using brand centric approach a shared understanding of your vision and Customer Value Maximization goals is established and then the road map for the journey evolved.
Finally the spectrum of activities are concurrently managed and optimized to deliver the Customer Value Maximization goals.
Given below is the Customer Value Maximization engagement progression:
Measure: Through objective measures, a snapshot of your marketing effectiveness on many levels and dimensions is constructed and this helps us objectively demonstrate the effectiveness of your current marketing programs. The key activities within this stage are:
It starts with a simple one page brief wherein you describe the Customer Value Maximization goals. We process the brief and work with your team to do further research if needed. This is called the X-Ray, which diagnoses your current marketing health.
Based on the X-Ray we evaluate the effectiveness of your marketing efforts, and results vis-à-vis the desired Customer Value Maximization goals to formulate the road-map for your journey to the desired end state.
Manage: Based on the current reality and desired end state, the road-map which involves a re-architecture of strategy and re-alignment of resources, is developed. Further Xerago helps you implement the interventions that catalyze your marketing growth engine. The key activities within this stage are:
Re-architecting marketing programs and weaving interventions to your existing marketing efforts is integral to the success of the Customer Value Maximization program. Re-alignment of resources and changes to influencers and components within your marketing ecosystem involve impacting the Creative, Content, Technology, Analytics, Media and Support functions.
Suggesting marketing interventions and objectively measuring the efficacy and impact of such changes requires a robust data capture, measurement metrics and reporting systems. Where needed, Xerago helps augmentation of measurement capabilities to ensure absolute objectivity
Maximize: This is always the high value growth phase where all possible marketing variable combinations are tweaked on a concurrent basis to produce the optimal spend to impact outcomes. Learning is constantly updated for ongoing maximization. The key activities within this stage are:
With your marketing program headed to achieve your Customer Value Maximization goals, Xerago demonstrates a tangible and visible lift in business value and demonstrates the growth in value.
- Ongoing Maximization
Beyond a single engagement or initiative, Customer Value Maximization program demonstrates the ability to harness your marketing variables and influencers to deliver the results that you always wanted and scale to an ongoing engagement.
Check your Customer Value Maximization Maturity