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13. HOW to Optimize Value Creation and Strategy Execution Manage customer interactions in real time—for day-to-day support and immediate course correction STEP 1: Manage in the moment. Frontline people make better and more profitable decisions in the moment as they develop relationships with customers. Evaluate customer status in Customer Relationship Wings levels with built-in Voice of the Customer insights. Managers evaluate how the new tracking system and processes are working, and make needed interim adjustments to optimize the interaction flows. Calibrate Relationship Value with other customer feedback. Review strategy decision models, updated with actual data for real-time profit. Capture performance and profit patterns in the tracking system—to repeat success and get better and better over time STEP 2: Improve operational business model. Managers analyze results over time. Identify profitable patterns and repeatable processes in the interaction flows. PDCA (Plan. Do. Check. Act.). Make iterative, continuous process improvements. Update profitability segmentation with expanded customer data. STEP 3: Adjust goals and strategies to new reality: Executives make changes dictated by experience, tempered by changes in the market situation. STEP 4: Choose where to focus next: Executives and managers improve on current opportunity and take on new ones for best potential profit improvement. STEP 5: Determine unique formula to develop high-profit contributing relationships: Ultimately, the company achieves unique, sustainable competitive advantage, based on understanding the cause-and-effect of unique customer relationships. |
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