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MARKETS » NFV Pandemic Tech News
April 06, 2009
New Client-Needs-Focused U.K. CRM Consultancy LaunchedBy Brendan B. Read, Senior Contributing Editor A new UK-based CRM consultancy has been formed, focusing, it says, on meeting clients’ needs with an integrated assessment/analysis/solutions design/delivery approach rather than concentrating on selling them suppliers’ packages.
The firm, Blueview, says it offers all aspects of a customer development strategy and service delivery infrastructure. This includes customer analysis and insight, strategy development, multi-channel CRM and communications, campaign management, and closed-loop program refinement. The company is based in London.
At Blueview, strategic consultants help clients to analyze and understand their customer experience, identifying any shortcomings, as well as areas when improvements will be delivered e.g. short or long-term. The next step is to identify operational marketing and CRM strengths and weaknesses, in order to build a tailored service offering for each client that corrects any weaknesses while retaining existing points of excellence.
Blueview says this flexible and independent approach to each client “uniquely bridges the gap between pure consultancy and solution delivery, without conflict of interest.” Because the firm covers all customer touchpoints, it says the resulting client solutions are also objective and media-agnostic.
Blueview is founded by Graham Ede, a contact management/marketing entrepreneur. He had formed the Ion Group in 1994, a customer contact management business. Ion Group was sold to Moon River Group in 2004, where Graham became Group Chief Executive. The combined Group supported iconic brands such as Audi, Harley Davidson, Land Rover, and Tesco. He then managed the firm through to it being acquired by Arvato Services (News - Alert), part of Bertelsmann, in 2007.
“Organizations wanting to attract, keep and develop customers, are fed up dealing with [other] organizations that try to sell them the service package they want to sell, rather than the solution the client really needs to buy,” says Graham. “Our vision is to put the client first, and deliver the precise marketing or CRM solution they really need. Because we have capabilities across all touchpoints, our objectivity is assured.
“It is still the case that very few client organizations are managing customers well, through multiple channels, to obtain the golden prize of high satisfaction plus good margins. Yet by the same token, there are centres of excellence within many companies’ customer management processes. We aim to correct gaps only where needed, rather than throw the baby out with the bathwater. That is the route to delivering real value to clients.” Brendan B. Read is TMCnet’s Senior Contributing Editor. To read more of Brendan’s articles, please visit his columnist page. Edited by Stefania Viscusi |
