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Religence Frequently
Asked Questions (FAQs)
1.
What's new about the Religence Framework? What are the key components?
The Religence Framework links strategic planning to operational execution and customer relationship metrics to profitability for breakthrough business-to-business sales and marketing performance. We use new and improved as well as proven approaches in the body of knowledge we’ve built into the Religence Framework.
What’s NEW: Measure sales and marketing by measuring the development of the customer relationship across the continuum of Acquisition, Closing, and Retention—using customer relationship metrics to measure how the individual customer relationship moved forward or backward and what it cost.
What’s NEW: Manage sales and marketing in real time for better operational control using this real-time operational data tied to the individual customer within a unifying framework.
Real-time operational data tied to the individual is huge. Data in aggregate is fine for long-term planning, but not as useful for day-to-day operations except to compare and contrast. The beauty of the Religence Framework for Customer Relationship Intelligence is that is collects operational data that can be used in real time, and the byproduct is a data stream that can be used for later analysis.
What’s NEW: A leading indicator for profit that comes from tracking and analyzing the customer relationship metrics tied to profit.
What’s NEW: Real-time management of strategy execution and value creation with real-time profit results.
What’s NEW: While the overall Religence Framework for Customer Relationship Intelligence is new, many of our methods are established ones. What’s new is how we use them and how we’ve improved on them.
We incorporate and synchronize these methods cross-functionally and take them to a new operational level. The methods include Voice of the Customer research, value stream mapping, scenario planning, profitability segmentation, Activity-Based Costing, differentiated service rules, decision analysis, Customer Lifetime Value, data mining, predictive modeling, action learning teams, and PDCA (Plan. Do. Check. Act.).
Our framework also includes more than a dozen supporting software models and other tools. Key tools include
- IMPROVED Profit Matrix to correlate the most profitable customers with the most profitable products to identify segments with high potential for high-profit growth, improved over other approaches by separating highly profitable franchise customers from other profitable customers. Another improvement is updating the Profit Matrix with variable costs tied to individual customers as strategy is executed. This variable cost data is collected in the Operational CRI Tracking System automatically.
- NEW Align for Success Factor to quantify “what is” and stimulate ideas for “what could be” done differently with customers and in the marketplace.
- IMPROVED Strategy Decision Model to determine the strategy with the greatest profit generation potential within segments with high potential for high-profit growth, improved over other approaches by taking a customer relationship perspective across the entire customer lifecycle.
- NEW Operational CRI Tracking System—either on demand or as an internal deployment on existing applications--to capture a real-time structured data stream to feed actual operational data back to the Profit Matrix and the Strategy Decision Model for continued iteration and improvement.
But even more important, the Operational CRI Tracking System lets frontline staff know where it is with individual customers day-to-day and is guided to make better and more profitable decisions in the moment. With the Operational CRI Tracking System managers know how well their strategy is working in real time and can make interim adjustments.
- NEW Product Relationship Roadmap to engineer positive customer interactions into product use to link strategy to innovation and continue the customer relationship after purchase.
- NEW Interaction Database to jumpstart the customer relationship process value creation map central to running test scenarios and to pre-configuring the Operational CRI Tracking System at a detailed level.
- NEW Customer Relationship Wings Model to enable frontline staff and their managers to see what is happening in real time with individual customers and how that compares to previously successful patterns for real-time profit results.
Click on the links above to learn more about these tools. To learn more about the Customer Relationship Intelligence and how it works, please see our CEO’s new book. To learn more about our proven, innovative team, click here.
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