DO YOU KNOW WHAT YOUR

CUSTOMERS WANT?
YOU COULD!
Customer Equity Analysis can help. And you will need to use your IT strategically alligned.
VALUE EQUITY
Quality, Price, Convinience

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CUSTOMER
RELATIONSHIP
Loyalty, affinity, community/ knowledge building programs

EQUITY
BRAND EQUITY
Brand awareness/attitude, corporate ethics, emotional tie

Customer Equity is described in three components - "value", "relationship" and "brand". Through your already existing custiomer touch points, you can gather data which can help you draw "What is most valuable to your customers?" [Fig.1], "Comparision of your performance against competitors [Fig 2], and deeper insights into each element of Customer Equity [Fig. 3]

What customer's said about their needs/wants Fig. 2: Comparision of you (firm) with 2 other players/competitors along the three "customer equities"
QUALITY PRICE CONVINIENCE

What customer's said about their needs/wants Fig. 1: Comparision of what customers want, vs. what you (firm) is delivering

What customer's said about their needs/wants along the sub-drivers of "value" equity Fig. 3: Comparision of what customers want along "value" equity, vs. what you (firm) is delivering

HOW DOES IT WORK?
CUSTOMER SERVEYS Randon selection of customers, once they have requested service, or came in touch with the firm for the purpose of gathering information(via surveys) to measure about customer equity

Capturing data about customer interaction in a centralized system is essential for this analysis Once customer data is captured in a centralized system, alligning technology at every cutomer facing ends is important. Each customer facing systems should be capable of targeting the customers randomly
CALL CENTER
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RETAIL

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Connecting all the customer touch points (call center, internet, retail, etc.). The results of the survey (over a specified duration) is used to illustrateyour performance against a (sample) customer's expectations [Fig 1], performance as compared with your competitors [Fig. 2], or for creating a more drill down picture of each components of equity [Fig. 3] BUSINESS
INTELLIGENCE

CUSTOMER TOUCH POINT

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INTERNET
PROFIT

Customer equity analysis allows many strategic decisions to be taken, which may include following --- Budgeting of Marketing spending to change customer perceptions -- Improving service/product performance to be alligned with the market needs -- Evaluating, monitoring and measuring effectiveness of business strategy -- Calculating Life Time Value of Customer, performing customer selection, and segmentation
Graphics Design: Pradyot Rai (inspired by www.xplane.com)

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Ideation and design: Pradyot Rai,

Concept: Customer Equity Management, Roland T. Rust, Katherine N. Lemon, Das Narayandas