The customer-centric approach
A key driver of growth and development
Place the client at the heart of what you do to take your organization to the next level
Stop flying blind: clarify your objectives and your customer promise, and give yourself the means to achieve your ambitions.
We’re living through a paradigm shift: competition is becoming increasingly fierce, client expectations are constantly evolving, and achieving ambitions of growth has become a challenge for many organizations. Without a clear strategy, many find themselves at an impasse. How can you stand out from the crowd and thrive in this constantly changing environment? By placing the customer at the heart of your strategy!
We combine our expertise in strategy, marketing, and cultural transformation to help you develop a customer-centric strategic execution culture within your organization.
The three levers of the customer-centric approach
Our value proposition
Blending strategic advice with leadership development, our integrated approach builds on the synergy of the three levers to unleash your organization’s full potential.
Acquisition d’une compréhension holistique du marché et de ses parties prenantes, permettant d’anticiper les dynamiques propres à votre secteur et d’y répondre efficacement tout en alignant vos objectifs sur les besoins évolutifs de votre clientèle.
Principales interventions :
- Prise en compte de la voix du client et des partenaires stratégiques
- Étude de marché et structuration de stratégies d’intelligence d’affaires
- Adaptation de votre modèle d’affaires et définition d’une vision centrée client
- Évaluation de la qualité de vos données d’affaires
- Élaboration d’une stratégie de gestion de la relation client (ou veille de la clientèle)
Élaboration et mise en œuvre de stratégies marketing et de stratégies de ventes intégrées visant à atteindre vos objectifs d’affaires tout en dépassant les attentes de votre clientèle par des offres personnalisées et des interactions significatives.
Principales interventions :
- Identification de vos marchés cibles pour assurer une parfaite adéquation avec vos offres
- Révision de l’efficacité de votre portefeuille de produits et de services
- Définition d’offres distinctives à haute valeur ajoutée
- Compréhension et optimisation de vos canaux de distribution et de communication (vers une stratégie omnicanal)
- Amélioration des approches de ventes et de l’efficacité des équipes de ventes
Création et maintien d’une expérience client supérieure en assurant une interaction cohérente et de haute qualité à travers tous les points de contact et moments clés du parcours client.
Principales interventions :
- Définition des attributs de votre marque et de l’expérience client souhaitée
- Élaboration d’une stratégie d’expérience client et optimisation des parcours clients
- Accompagnement dans la mise en place d’une culture d’excellence opérationnelle
- Intégration de l’approche centrée client dans la gestion de la performance individuelle et collective
- Développement d’une capacité d’exécution stratégique
A solid understanding of your competitive ecosystem
Gain a holistic understanding of the market and its stakeholders to anticipate the dynamics specific to your sector and respond effectively, while aligning your objectives with your customer’s evolving needs.
- Taking into account the perspectives of the customer and the strategic partners
- Conducting market research and structuring business intelligence strategies
- Adapting your business model and defining a customer-centric vision
- Assessing the quality of your business data
- Developing a customer relationship management strategy (or customer intelligence)
A distinctive market positioning to reach your goals
Develop a relevant offer for your target market and implement integrated marketing and sales strategies. The goal is to achieve your business objectives while exceeding your customer’s expectations through personalized offers and meaningful interactions.
- Identifying your target markets to ensure perfect alignment with your offering
- Reviewing the effectiveness of your product and service portfolio
- Defining distinctive, high value-added offers through a design thinking approach
- Understanding and optimizing your distribution and communication channels (toward an omnichannel strategy)
- Improving sales approaches and sales team efficiency
Delivering an outstanding and sustainable customer experience
Create and maintain a superior customer experience by ensuring consistent, high-quality interaction across all touchpoints and key moments in the customer journey.
- Defining your brand attributes and the desired customer experience
- Developing a customer experience strategy and optimizing customer journeys
- Guiding the implementation of a culture of operational excellence
- Incorporating the customer-centric approach into individual and group performance management
- Developing strategic execution capability
Take your organization’s maturity to the next level and achieve your growth ambitions
- Niveau 1
Alignée sur l’interne
Une organisation qui évolue à partir d’objectifs définis à l’interne en se concentrant sur ce qu’elle est capable de produire et de livrer sans nécessairement valider avec la clientèle ou les partenaires
- Niveau 2
Alignée sur l’offre
Une organisation qui adapte son offre et ses façons de faire en réponse aux tendances du marché, visant à répondre aux demandes générales des clients
- Niveau 3
Alignée sur le marché
Une organisation qui adapte son offre et ses façons de faire en fonction des tendances du marché ainsi qu’aux attentes/besoins de la clientèle afin de répondre aux demandes spécifiques des différents segments de marché ciblés
- Niveau 4
Alignée sur le client
Une organisation qui place les clients au cœur de toutes ses décisions stratégiques pour offrir des expériences remarquables, durables et personnalisées
An organization that operates based on internally defined objectives, focusing on what it can produce and deliver without systematically validating with customers or partners
An organization that adapts its offer and approaches to market trends, with the aim of meeting general customer demands
An organization that tailors its offer and approaches to market trends and customer expectations/needs to meet the specific demands of targeted market segments
An organization that places the customer at the heart of all its strategic decisions to deliver outstanding, sustainable, and personalized experiences
Flexible and pragmatic strategic support to help you achieve your objectives
Our team of specialists provides personalized support, adapted to each organization’s context, throughout the entire process.
Identify your starting point
- Consolidate the results to determine the organization’s maturity level
- Pool findings on the current situation
Define your vision and promise
- Identify and prioritize initiatives to be implemented to progress toward the target situation
Take action, evaluate, and celebrate achievements
- Reinforce expected behaviours and the ability to deliver through leadership and skills development
- Monitor the implementation of initiatives through regular, brief meetings
- Acknowledge achievements and successes; ensure continuous improvement based on customer feedback
Benefits of a more customer-centric approach
- Sustained growth in revenues and profitability
- Lasting customer connections through strong relationships, increasing their value throughout their life cycle
- Tailored approach to meet each customer’s specific needs, fostering long-term loyalty
- Increased overall customer satisfaction, which boosts word of mouth and referrals in a competitive environment
- Strategic use of data to refine processes, translating into operational excellence and an in-depth understanding of market dynamics
- Creation of a collaborative work environment where staff members actively contribute to developing innovative customer solutions, fostering engagement and active team participation
Achievements
Sector : World-class European tire manufacturer
Background and interventions:
Two of the group’s divisions were facing specific challenges.
One wanted to gain a better understanding of the market to launch new solutions based on cross-disciplinary knowledge of the mining and construction industries. Our interventions:
- Data collection and definition of a SAVE1 model consistent with the organization’s VMCL2 model
- Transition from a product-based approach to a solutions-based culture creating value for the customer
- Marketing strategy development
The other division was seeing a decline in sales and a stagnation of licenced products on two continents. Our interventions:
- Redesign and relaunch of the licenced products program
- Strengthening of ties with partners by means of experiential events for high value-added customers and influencers
Benefits:
- Increased sales and market share in target clienteles; the company is now a leader in terms of sales in Europe and North America
- Brand consolidation, making the organization one of the most profitable on the market
- Creation of a customer-centric culture in all group divisions, providing direction to staff
- Ranking among the top five employers in the large company category in Europe and North America
[1] A model focused on solutions, access, value creation and client education. This model represents the evolution of the classic 5P model.
[2] Model integrating vision, mission, organizational capacity and learning.
Sector : Canadian international manufacturer of geosynthetics
Context and interventions:
Rapid growth had created financial and cultural challenges for the company. The manufacturer was also aspiring to become a key player, if not the industry leader. Our interventions:
- Development of a new marketing strategy
- Customer journey mapping
- Optimization of operational processes to deliver a quality customer experience
Benefits:
- Sales growth of 175% in just one year and the addition of five market segments
- Creation of a customer-centric culture among all staff
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Isabelle Thériault, directrice culture et talent
CRHA – Spiria
Mathieu Grégoire, directeur - division innovation et développement de la relation client
Ville de Québec