The client, now a subsidiary of a larger global telecommunications company, delivered local and regional telephone, cellular, and Internet access services solutions to over 13 million customers.
The client’s business services unit needed a navigational tool to help target its customers and serve them better by aligning the company’s inner resources effectively. This required an understanding of customers’ current and future telecommunications needs and behaviors – the very foundation of successful sales, marketing and business strategies. The client came to Kannon looking for actionable solutions to such key questions as: How could the company cement its relationships with existing customers in the face of massive competition? And how could its sales, marketing and services resources be effectively concentrated to generate maximum, sustainable results?
Kannon recognized that the client’s business unit needed a more thorough grasp of its customers’ current and near-term telecommunications needs to identify the key factors driving purchasing behavior. A hard look at the business unit’s competitive positioning was also vital to discover just how well its most profitable customers were being served. Working in partnership with the company’s management, Kannon used segmentation, marketplace mapping and its proprietary Customer-Driven Asset Allocation Model to uncover the data necessary to enable the client to focus successfully on retaining its most important customers and extending their lifetime value.
Kannon’s Customer-Driven Asset Allocation Model is a vital navigational tool that helped the client accurately determine where to spend dollars most effectively in terms of sales coverage, customer service and marketing. Based on Kannon’s counsel, the client realigned a major portion of its sales organization to assure increased coverage of its most valuable customers. Following the conclusion of the project, and owing in part to the continued application of effective resource allocation, the client’s business services unit enjoyed its best two sales years ever, featuring double-digit annual revenue growth.
“We selected Kannon from among a dozen competitors because we frankly felt that they were more nimble and responsive than the rest,” said the client’s Director of Marketing. “We wanted a genuine partner who would actually design a process and implement the plan – and we wanted a significant return on our investment. Kannon provided meticulous research and phenomenal turnaround. They care deeply about their clients’ business, demonstrate enormous integrity, and serve as terrific catalysts for positive change within an organization.”
“Major change can be difficult to embrace, and there were a lot of people who were clearly reluctant to do this,” the Director of Marketing noted. “Many people were initially uncomfortable with realignment of our sales, marketing and services resources. But Kannon’s staff is politically astute, tenacious, and action-oriented. They forged a true partnership with us, read the company landscape well, delivered the data that proved our case, and secured buy-in from all parties. The results have been tremendous.”