I’ve got demanding growth targets. I know I can get more from our clients, but we need fresh thinking and energy.
About our Client
Our client is one of the world’s largest and well known technology corporates, who through their vast arrange of products and solutions have many varied touch points with their client base.
Context and challenges
The competitive landscape and complexity of the solutions of our client’s propositions means that understanding language and behavioural patterns of key clients is crucial to continually improving their engagement process.
The underlying challenge was twofold:
- Continually enhance the client manager’s ability to spot new opportunities within their clients and then create innovative approaches to addressing their clients’ needs.
- Efficiently capture the seed of a client's interest and then to build on this to uncover the depth of the opportunity behind it.
Solutions and results:
Trovus has been working with our client to create a Key Client Engagement Programme™ (KCEP) by implementing the following phases:
- Segment the key client base.
- Identify the rolling deal follow from within a specific client engagement team.
- Identify the browsing behaviour of the customer across the core content areas of our client’s website.
- Align the browsing behaviour to the buying patterns of the current or historic engagements.
- Create a propensity to model, based on strong visuals, that shows the correlation between historic consumption and future interest.
- Support the interpretation and adoption of the intelligence with consulting services.
Results:
- Our client is able to read the early browsing behaviours, including language patterns, of its clients to see when their attention moves to areas that previously had not been of interest.
- The alignment to the historic consumption gives a strong perspective on the need that underpins their clients interest.
- With this understanding our client is able to create innovative approaches to better engage their clients.
- This approach has shown an 22% increase in opportunity identification from existing clients that was previously unknown.
