Understanding The Challenge

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.

Based on a wealth of experience in working with clients who are working to create change, our Change Definition Approach offers a detailed overview with clear descriptions of the current - and desired - state of the change process. The process can then be more easily understood at the detailed level and summarised at the overall level. This tool is calibrated to reflect each organisation's own situation, strengths and weaknesses. The end result is a clear, impactful and engaging document that helps create real alignment and synergy between all the stakeholders in the change process.

As practical experience tells, one of the perils of CM is that it generates great initial enthusiasm which can all too often result in what could be called ‘initiative overload'. Moreover, much of the activity is not sufficiently focused, while many key strategies are not given enough attention. Our Activity Optimization module brings about a better match between the activities and the objectives, identifying the strands that are either over or under-covered by activity. It also enables a ‘pair-wise' prioritisation of each objective. The result is an optimised change programme - and often some thought provoking questions about current activity.

Perhaps our most requested and useful tool, this enables assessments to be carried out in a wide variety of detail, with equally varying degrees of scope. Embracing 420 practices across 41 capability areas, it covers the entire spectrum of Customer Management, yet can also be used to focus on just one element of an organisation's capability, perhaps in analytics, information management or contact management.
It can be carried out by our trained practitioners or deployed online for self-completion by different business units within the client organisation. We can even license and train your own people to carry out the assessment.

Practically, effectively and quickly, this module creates cross-company alignments on the results it hopes to achieve through its CM programme, and what capabilities will be needed to reach them. Instead of talking in specifics, it deals in business outcomes; a concept which all stakeholders can easily appreciate and engage with. The end result is a highly specific, concrete list of requirements which will form part of a workable action plan.