We help organizations' senior sales and marketing managers define and implement their projects.

Parties in the area are required to meet the shared objective of increasing sales. This requirement has led us to propose solutions to help them analyze their performance as well as the company's cross-functional ability to appeal to its business targets.

We work in particular to identify and retain important customers, extend existing offerings or develop new ones. We incorporate the necessary changes in culture and organization into our value propositions.

Our expertise in customer relations management is founded on our experience in five areas of activity and benchmarking drawing on several international players.

Our clients value the difference we can make :

  • Our innovative methods for understanding the customer portfolio and retention opportunities
  • Our ability to give directors the resources they need to generate short-term results whilst planning objectives and offerings for the medium term
  • Our ability to shift long-established cultures towards a customer satisfaction focus
  • Our experience of working with operational teams and senior managers alike (countless projects involving the rollout of new organizations)
  • Our familiarity with carrying out projects in an international context (numerous benchmarks abroad, network of partners, etc.)
  • Our creativity in sales and marketing is stimulated by the significant experience we have gained in different sectors: financial services, industry, energy, environment, public sector organizations… and varied contexts (regulatory changes, technological developments, move from a technical culture to a corporate culture, etc.)

We work on assignments that aim to retain customers, develop proximity, improve the quality of service, seize technological opportunities or even develop and implement new value propositions and pricing models. They tend to fall into two areas of involvement :

Strategic support
We support the strategic thinking of decision-makers in the company's sales and marketing divisions.

  • Clarifying and sharing sales targets: identifying key customer segments, analyzing the "offerings-markets" gap, securing the support of the persons involved and formalizing distribution policies
  • Identifying the competitive advantages to use or optimize: product policy audit, competitive intelligence, performance study of the sales and marketing divisions, and analysis of the synergies/interactions with support roles
  • Formalizing the new value proposition: identifying needs and designing customer pathways

Operational efficiency
We structure and guarantee the success of operational action plans implemented by decision-makers in sales and marketing divisions.
Our support involves a wide range of services, from defining pricing policies to formalizing business plans. We also work with human resources to support their commercial activities in devising a HR policy or delivering marketing training.
Finally, we make recommendations to change the operation of sales and marketing divisions. In this area, our services cover structuring the division, developing CRM, organizing analysis programmes, building customer pathways, reviewing sale processes and so on.

Success story
1.
Improving the customer experience of the stock exchange

The context :

In the context of the merger of NYSE and Euronext, the directors sought to reduce costs through synergies. Colombus Consulting was chosen firstly to analyze the business potential of the organization and secondly to review the customer experience (inherited from the monopolistic era of stock exchanges).

WHAT WE DID :

Our teams worked with the client to prioritize the issues to address: developing customer service tools, defining the roles of the different departments and generating savings by streamlining customer management. We also helped the group implement new tools and organizations.

WHAT WE ACHIEVED :

Our client benefitted from the clarification of roles and responsibilities and the optimization of its operation with a streamlined organization and the implementation of simple customer service tools.

2.
Supporting the implementation of customer services commitments

The context :

As part of its programme to improve customer satisfaction, a major group wanted to design and implement the developments needed to meet new customer commitments.

WHAT WE DID :

We oversaw the redesign of the customer process whilst meeting customer expectations and improving operational performance. We then contributed to defining and implementing the "target customer process" using both a multichannel service package and the distribution of business practice guidelines to all parties.

WHAT WE ACHIEVED :

The group obtained an updated, customer-focused process developed for and by operational staff. The customer experience was made more fluid and efficient with continuity of service, using in particular a customer portal incorporated into the information systems of the back office business lines.

3.
Developing the new services made possible by smart meters

The context :

To coincide with the economic liberalisation and modernization of its network, our client wanted to develop a service platform suitable for a competitive market.

WHAT WE DID :

We helped the business and IS teams responsible for customer management define and implement the service pathway per customer segment: analyzing needs, managing expert assessments of customer processes and metering to define new customer/supplier services and the conditions of their implementation, setting targets (process, organization/business line and IS) and specifying the developments of the system.

WHAT WE ACHIEVED :

Our work made it possible to structure the project and develop new services pursuant to regulatory requirements.

4.
Improving the performance of the customer management of a major utilities provider

The context :

Faced with the structural decline in volumes used, pressure on pricing and regulatory changes, our client wanted to transform its customer management activities (1,200 employees) to support the launch of new services and improve the quality of its customer services, in a context of reorganization

WHAT WE DID :

We structured the customer management improvement programme to develop synergies between the improvement of longstanding services and launch of new services and align the projects to boost performance (productivity savings and increased customer satisfaction). Alongside this, we conducted an opportunity study on the main project, developed specifications and supported the selection of the CRM IS and integrator.

WHAT WE ACHIEVED :

Our work contributed to unifying visions and developing synergies in a "silo" organization and work culture.