Making It Happen

CMAT^TM (Customer Management Assessment Tool) brings together a range of methodologies that provide a detailed, objective, benchmarked assessment of an organisation's true capability to manage its customers. CMAT^TM is fast gaining worldwide recognition as the ultimate standard for assessing the policies, practices, people, processes and technology that an organisation has in place to achieve its CM objectives. Its services transcend many of the fashionable concepts in Customer Management, to provide pure, evidence-based analyses and recommendations, all of them firmly grounded in global best practices. CMAT has been used extensively across the Middle East, Levant, North African and Mediterranean markets by several brands in the financial services, automotive, telecommunications sectors.

In some cases, an ambitious research programme is needed, to establish and understand customer satisfaction. But a great deal can also be accomplished quickly and simply with this module, which provides two levels of support. It provides a clear methodology for re-visiting existing data and extracting a great deal more value from it, plus an online tool that brings rapid rewards through research across prospects, customers, channels and staff.

Gathering accurate, useful customer information is a basic activity that is all too often overlooked and misunderstood. This module provides an approach to mapping information which anticipates and answers every eventuality. It can be used as a template for future data gathering exercises and to help analysts and IT people to understand the data they have, its current and potential uses and some simple, practical ways to enhance it.

CM is clearly a function of business rather than systems or technology. But it's equally clear that it calls for a common understanding and goals to be shared by both systems and business personnel. This model helps to close the gap and saves time and energy, by helping both sides to define system requirements clearly. It then provides a checklist that ensures that any newly introduced systems meet fully with the pre-set criteria.

The lack of a clear value proposition is the root cause of many CM and CM marketing problems. Based firmly on a true understanding of customer needs, this module can help you to arrive quickly and smoothly at an initial proposition that is sound, workable and sustainable. It also provides a great deal of useful guidance on the creation of clear, memorable communication of the proposition, to staff, to customers and to the market at large.