Case study 1
Understanding customers and their markets
BT has a number of initiatives in place to facilitate this:
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Industry segment education ? Sector marketing teams are responsible for driving programmes to brief sales and service teams in their clients industries.
Contacts with a range of academic institutions contribute to building education programmes for their client teams.
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Market research ? Commissioned to enhance understanding of clients, their industries and their customers. For example, The Voice of the Customer, BT Street and from Tele-culture to E-culture.
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Two way contact and feedback ? Through a variety of channels including: phone, postal, Web, sales people and questionnaires.
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Insight Interactive (II) ? This is a one to one marketing programme designed to get us closer to our customers, by encouraging a dialogue to promote understanding of the issues which are important to them and their preferred channels.
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Market focused workshops ? These are facilitated sessions where we examine how a customer is taking their value proposition to its clients. This allows us to help them improve the process they use to execute the value proposition.
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