The Market-Sensitive Enterprise Measure

Are you making the most of new business opportunities, correctly defining target market strategies and turning customer service into a market advantage? Our survey will help you determine your organization's Market-Sensitive Enterprise Measure (MSEM). Answer the questions below and calculate your score.

Viewing customer information as a strategic asset:

1. My organization effectively uses technology to capture customer/consumer information and distribute relevant information internally to all sales functions.
   YES   NO
2. My organization has a single repository of customer information to enable an integrated, holistic view of the customer and support customer-focused business decisions.
   YES   NO

Making each customer contact a marketing opportunity:

1. My organization is able to refocus its products/services in real time through sales force automation and/or structured shopping assistance.
   YES   NO
2. My organization provides information to sales force/telemarketing representatives to support value-added customer service, customer delivery, and marketing efforts.
   YES   NO

Measuring and managing customers by profitability:

1. My organization measures and communicates the effectiveness of marketing programs, product satisfaction, and customer service delivery.
   YES   NO
2. My organization has strategies to reward and recognize valuable customers, offer incentives to marginal customers, and discourage unprofitable customers.
   YES   NO

Developing customer preferred strategic channels:

1. My organization offers channels that are most convenient to our customer (e.g., call center, fax, web, retail).
   YES   NO
2. My organization provides integration of its product/service offering throughout all customer channels (e.g., status of telephone order is available on website).
   YES   NO
3. My organization responds to customers in a specified and acceptable amount of time, regardless of channel.
   YES   NO

Building customer loyalty to the enterprise:

1. My organization uses customer segmentation to enhance its product and service offerings based on specific categories (including profitability, preferences, lifecycle.
   YES   NO
2. My organization builds loyalty through programs such as measuring lost customers, identifying why customers have left, and implementing win-back strategies.
   YES   NO
3. My organization shares information with its trading partners in order to improve the offer and enhance customer service and delivery.
   YES   NO

If you answered YES to 0-2 questions . . . Your score reflects an operating philosophy at odds with a customer focus. Get together with those in your organization with customer responsibility and make the commitment to link customer management programs with your strategies for growth. Resolve to improve your MSEM - and your customer satisfaction.

If you answered YES to 3-5 questions . . . You recognize the need to implement a strong customer management program, but may lack the systems and processes needed to provide an integrated view of the customer. This means that your customer management activities are at risk of being directed towards unprofitable market segments. The continuation of current practices could threaten your competitive position.

If you answered YES to 6-8 questions . . . You're getting close - but improvement is needed in the way in which you organize and access customer information if you want to fully maximize the MSEM of your organization. You may wish to begin with systems and processes to support the efficient management and distribution of customer information.

If you answered YES to 9-10 questions . . . Your organization is customer-focused and is more "market intelligent" than most! There are still opportunities for improving customer management, identification, and retention strategies.

If you answered YES to 11-12 questions…
Congratulations! You not only value the customer, but have processes and systems that support the profitable delivery of customer services. As a leader in building market-intelligent enterprises, you should continue to explore new innovative measures in leveraging customer information for profitable growth.

 

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