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WT Customer Diagnostic
The WT Customer Diagnostic consists of an external facing customer review and an internal facing organisational performance review as shown below:
External Customer Review
WT undertakes independent and confidential interviews and surveys with the client’s customers and Marketing/Sales personnel to test the strength of the connection between:
Customers and Marketing
Customer and Sales
Marketing and Sales
Depending on the nature of the client’s issues and their priorities, the strength of each connection can be tested individually, or collectively.
Business Information on which to make better, quicker and more insightful decisions related to Customers, Marketing and Sales.
Customer/Marketing/Sales processes and aspects which enhance/inhibit the performance of Marketing and Sales personnel.
Technology Systems to deliver appropriate Business Information and their ability to support and enhance the integration of Customer/Marketing/Sales processes and people’s performance.
WT’s Customer Diagnostic is based on theoretically sound and tested models of organisational change and performance. This approach identifies factors which inhibit or enhance Marketing and Sales performance and their relationships with customers.
In turn, this supports the development and execution of the WT strategy and approach, designed to deliver accelerated sales and profit growth, whilst enhancing customer loyalty.
“There has long been a critical, crippling disconnect between the marketing and sales functions in many business-to-business firms. This Marketing/Sales divide in B-to-B firms leads to a tremendous waste of marketing and sales effort and expenditures, inconsistent customer messaging, poor or delayed sales readiness, fewer sales calls as a result of protracted sales preparation time, and less effective selling dialogues. The bottom line: higher costs, lower revenues, and shrinking margins in an economy where these problems can put a firm out of business.” From Bridging the Great Divide: Process, Technology, and the Marketing/Sales Interface by Aberdeen Group |
