Our working process

We have divided the work into five natural phases, which form the foundation of our various services.

Phase 1: Securing management commitment

Customer loyalty affects so many critical aspects of an organisation that a proper initiative cannot exist in isolation within a single department or receive only token support from management. If our work is to live up to its full potential – and be reflected on the bottom line – it requires full management commitment and undivided attention.

This is why we always start by securing management buy-in. We do this, among other things, through:

• Strategic advisory services and sparring
• Assessment of the financial potential – in other words, the business case for a focus on customer loyalty
• Mapping of current organisational barriers to increasing customer loyalty
• Targeted workshops and keynote presentations

Phase 2: Collecting customer insights

Everything we do is always based on a solid foundation of concrete knowledge. That is why we invest significant effort in identifying exactly what knowledge is needed throughout the process. This phase consists of two sub-phases: a design phase, where we develop the questionnaires, and a collection phase, where we gather the data.

In other words, we ensure that our foundation is rock-solid. We do this, among other things, by:

• Clarifying information and insight needs
• Mapping the customer journey
• Collecting customer insights
• Segmenting customers based on loyalty
• Advising clients on how to leverage their own customer data

Phase 3: Defining objectives and initiatives

The data we collect only becomes valuable once it is translated into meaningful insights and prioritized initiatives. This is where that work begins. We start by creating overview and analysis and then move on to prioritising initiatives so you can act and achieve the greatest possible impact from the resources invested.

This phase includes, among other things:

• Analysis and interpretation of customer insights (descriptive analysis)
• Analysis and interpretation of customer insights (business analysis)
• Input for target setting and budget management
• Prioritisation of focus areas (driver analyses)
• Development of action plans

Phase 4: Motivating employees

Earning customer loyalty is the result of a collective effort, and a key part of the process is ensuring that all employees understand the importance of the pursuit of loyal customers. If the initiative is imposed as a top-down directive, it can be difficult to succeed. Creating true ownership across the organisation requires a focused and deliberate effort.

An effort that includes, among other things:

• Motivational workshops and keynote sessions
• Training in optimal customer handling
• Input to customer handling processes
• Making objectives visible throughout the organisation

Phase 5: Follow-up and development

We are not always involved in the execution of loyalty-enhancing initiatives – some elements simply fall outside our areas of expertise. However, it is very much within our scope to establish a structure that ensures all initiatives are followed up on and evaluated.

We conduct regular status reviews, where we, among other things, deliver:

• Follow-up on initiatives and projects
• Recommendations for optimising initiatives

We hope our way of working now feels more tangible to you – and we would be more than happy to demonstrate its value.