| Value (Organisation and Customer): Driving value for both the organisation and the customer by the effective application of customer management processes. |
| | Not Yet | Agree | Strongly Agree |
| Q1: Our organisation is achieving its full potential from our customer base | |
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| Q2: Our organisation is able to quantify the gap between potential and actual customer value (customer value may be measured by products per customer, profit per customer, retention rates, cross-sell rates, etc). | |
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| Q3: There is a formalised strategic plan in place to fully realise opportunities from customer acquisition, retention and growth. | |
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| Q4: Our organisation has a senior executive who is responsible for monitoring strategic outcomes for customer acquisition, retention and growth. | |
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| Q5: Our executive group understands the importance and relevance of our customer data as a core strategic asset. | |
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| Actioning Customer Knowledge to create Organisational and Customer Value: By using the customer knowledge that has been created, customer facing staff can more effectively acquire new customers, retain existing customer and grow the business with all customers to increase revenue and profit. |
| | Not Yet | Agree | Strongly Agree |
| Q6: Our organisation develops customer retention programs based on current customer knowledge. | |
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| Q7: Our organisation develops customer growth programs based on current customer knowledge. | |
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| Q8: Our customer facing employees use scripted messages (based on customer knowledge) to assist them in cross-selling. | |
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| Q9: Our customer facing employees are trained in cross-sell and up-sell techniques. | |
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| Q10: Our customer facing employees' Key Performance Indicators are directly related to the value they generate with customers. | |
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| Customer Knowledge: The knowledge that an organisation has about its customers in terms of the products and services they hold with the organisation, and both the potential and the value of its customer to the organisation. It includes advanced customer segmentation, analytics, data mining and unique customer profiling. |
| | Not Yet | Agree | Strongly Agree |
| Q11: Our organisation develops unique profiles for individual customers. | |
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| Q12: Our customers are segmented using predictive and behavioural models (ie beyond simply value and potential value models). | |
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| Q13: Customer knowledge is effectively distributed to all relevant customer-facing staff. | |
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| Q14: Our organisation knows what information we need to effectively manage our high value and high potential value customers. | |
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| Q15: The status of customer knowledge for all high value and high potential value customers is reported regularly to senior executives. | |
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| Actioning Customer Information to create Customer Knowledge: The tools, methodologies, actions and processes that the organisation utilises to create knowledge from the customer information that is held about the customer. These include enriching the customer information, developing derived customer data, developing customer data models, data warehousing and basic customer segmentation. |
| | Not Yet | Agree | Strongly Agree |
| Q16: Our organisation knows what customer information is needed to fully understand our customers' needs, relationship, preferences and value. | |
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| Q17: Our organisation has a plan in-place to enrich the information we hold about our customers (eg customer value, contact history, future behaviour, ready to buy triggers, permissions & preferences and competitor information). | |
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| Q18: Our organisation develops derived customer data (eg customer value/ profitability, vulnerability, potential value/profitability). | |
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| Q19: Our organisation has the necessary tools and expertise to effectively derive customer data (ie appropriately experienced personnel, modelling tools, data warehouse/data marts). | |
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| Q20: Our organisation has a basic customer segmentation model based on customer value/profitability. | |
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| Customer Information: Information that an organisation retains about its customer that enables the organisation to communicate with that customer and derive knowledge about that customer. It includes information for customer identification, contact details, products & services and basic relationship information. |
| | Not Yet | Agree | Strongly Agree |
| Q21: The overall quality of our customer information is of a high standard. | |
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| Q22: Our organisation has documented customer information standards that are enforced in all data entry systems. | |
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| Q23: Our customers can be uniquely identified throughout the organisation, along with their individual product holdings. | |
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| Q24: Our organisation has appointed a senior executive who is responsible for customer information. | |
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| Q25: The status of customer information (completeness, accuracy, currency, etc) is reported regularly to senior executives. | |
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| Any additional information:
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