Which customers should be the focus for an Annual Customer Review?
The ability to segment your customers into strategic, core and transactional groups is important in targeting customers for an Annual Customer Review. Let's look at a few of the attributes for each of these customer segments.
Strategic: represents 5 - 10% of customers; product management, engineering and marketing are engaged; strong customer relationships
Core: represents 15 - 30% of customers; revenue driven; forward looking; grow and penetrate with current offerings
Transactional: represents 40 - 60% of customers; the largest customer segment; vendor relationship; backward looking; premise or call center customers
There are customer programs that are targeted for each segment, but for an Annual Customer Review your Core customers are the primary candidates. The benefits you will receive with this program:
Have business level discovery meetings across the enterprise to understand their growth opportunities, initiatives and challenges
Establish knowledge, relationship and creditability to move away from a vendor relationship and ultimately become a "trusted advisor"
Can now help solve their business challenges
Can share observations and recommendations to improve their business
Can collaborate more effectively