Organizing Your Business Around the Customer Stanford Executive Brief with Roger Siboni
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A well-designed and well-executed strategy will earn above average profits.
- Building a business on profits rather than on volume.
- Mapping your effectiveness in delivering the best customer experience.
- Gaining market share through customer retention and personalization at the point of sale.
Not all customers are created equal. Ten percent of your customers often provide ninety percent of your profits. You break even--or lose money--on the rest. As Roger Siboni explains, the best usage of customer relationship management (CRM) is to enhance the experience for profitable customers, and bring down costs by automating unprofitable ones. The secret is in differentiating your best customers, giving them personalized service, and rewarding them for their loyalty. This requires an enterprise-wide commitment to sharing customer data, and the reinvention of how every department in the company interacts with customers.
Prior to joining E.piphany, Roger Siboni was deputy chairman and COO of KPMG Peat Marwick, where he was centrally involved in driving that firm's rapid growth. During his twenty-year tenure at KPMG, Roger helped grow numerous technology start-ups into major public companies. Siboni is the chair of the Haas School of Business at the University of California, Berkeley.