Seeing the customer as an individual  - understanding enterprise performance

Robert Angel's latest article, entitled "Linking Strategy with Execution in Support Functions", is published in the March/April issue of the Ivey Business Journal.  The article addresses some fundamental challenges facing many support groups today in being full participants in their organization's strategy setting. It explains how support functions like marketing, HR, IT, and finance need to go beyond execution to consider the value that executing effectively delivers to the organization.  Please click here to view the article.

After decades of Customer Relationship Management and Performance Management investment, why do performance efforts often still produce such modest results? Why do organizations still take actions that reduce customer experience and destroy brand perceptions?   Why is payback so hard to measure?

Knowledge and Learning organizations know differently.  They continually assess value to customers.   They see how culture supports strategy execution.   They see customers and employees as individuals, whose shifting needs and behaviors determine how the brand actually works.  They thrive on innovation and complexity.  They stay in front of the market.  

Robert Angel has been writing about Thought Leadership ideas for many years, especially about customer knowledge, innovation, behavior, communication, and results - to keep core businesses viable and ahead of the competition. 

Click on the material that follows to see more customer thought leadership in action - for enterprise performance results.



Selected Gilford Group articles and speeches

    Ivey Marketing Series >> Robert Angel has written a series of articles for the Ivey Business Journal, one of the premier business management publications in North America.   "Sustaining Profitable Customer Relationships Requires Real Leadership" (November/December 2004) described how would-be customer-focused companies often invest in customer relationship technology, only to find that incremental top-line growth and more profitable customer relationships remain elusive. Poor technology choice or poor project implementation are often blamed; customer service culture transformation - with the leadership needed from the CEO and a Chief Customer Officer to bring it about - is rarely considered. "A New Dawn for CRM: This Time It's B2B" (July-August 2003) sets out some customer relationship steps that business-to-business managers can apply, drawing on valuable lessons from business-to-consumer marketers. 

    Travel Industry Marketing >> Since 2005, Robert Angel has chaired the well regarded MarcusEvans Travel Industry Marketing Conferences for international travel industry executives and given the keynote presentation.  The 2007 Conference "Business and Premium Air Travel" in Madrid, Spain (September 2007) examined how legacy, low cost, and business-class-only airlines are meeting increasing demand for upscale travel.  In 2006, the "Airline Branding" Conference in London, England (November 2006) positioned for improving industry capacity and profits accompanied by clearer differentiation through customer segmentation, and  "Travel Industry Customer Demand" (May 2006) in Barcelona, Spain (May 2006) described measuring passenger behaviour and tailoring the offering to individual customers as the prerequisite for a winning sales distribution strategy. "Value-driven Strategy" (May 2005) in Amsterdam, Netherlands discussed convergence of CRM, Marketing and Sales.

    To Measure or Not to Measure >> Robert Angel's groundbreaking 2007 performance management research is featured in the article "Just Do It" (CAmagazine, August 2007) and the presentation "Climbing the Maturity Curve" (Actuate Users Group Conference, Las Vegas, August 2007) - how performance is underperforming and what to do about it.  Not much has changed in the past two years - read about the initial 2005 research  in "Do Scorecards Add Up?" (CAmagazine, May 2005) that found most Canadian companies used these management tools but few people thought they worked.

    ROI in Internal Communications - IQPC Conference, July 2007 >> This presentation puts culture change in the context of the business case - making the benefits actually materialize.

    Manufacturing, Marketing and Financial Services Innovation White Papers >> Robert Angel has been raporteur at a series of Round Tables showing the widespread attention that leaders in all industries are giving to enterprise performance as a competitive necessity and how difficult it is to get results - collaboration, innovation, and performance culture are some of the prerequisites for performance that actually does make a difference: in 2007 "Manufacturing in Canada with a High Dollar"  and  "Manufacturing in the Global Market" (at Ivey School of Business), "Business Process Revitalization in Financial Services" processes, and "Collaboration: How Marketing Can Win the Trust of Customers" (American Marketing Association); in 2006 "Wealth Management: Advisors & Clients", "Innovating the Supply Chain", "The Changing Role of The Law Firm CIO", "Speeding up the Supply Chain",  and "Collaboration in Healthcare"; Edge Magazine  (December 2005) published "Bridging the Gap" based on the November 2005 Manufacturing Roundtable at Ivey School of Business - what is the technology industry doing to bridge the manufacturing gap in productivity and innovation? A group of Ontario manufacturers and vendors gave their answers.

    The Personal Dimension of Leadership - Focus on Strategy, March 2007 >> This Report on the Strategic Leadership Forum's Thought Leaders presentation on leadership by James McSherry, EVP and Managing Director of Commercial Banking at CIBC draws important conclusions on leadership, innovation and performance.

    Balanced Scorecards in HR >> For the past three years, Robert Angel has presented at the annual Federated Press Balanced Scorecard for HR Conference: the most recent was "Managing Cultural Change" December 2007 on how organizational and individual scorecards make a high performance work, co-presented with Arie Benaich of Bank of Montreal. At the 2005 conference, he spoke on "Linking the Balanced Scorecard to Operational & Corporate Strategy" on the linkage between the operating departments that carry the goals and HR that needs to support them.  Healso presented at the Federated Press conference on "Recruitment and Retention" in 2007.

    Performance and Rewards - Human Capital Institute, November 2006 >>  A regular panellist on HCI's performance management webcasts, Robert Angel was a featured speaker in this webcast on the performance aspects of managing and rewarding employees

    Getting the Best from Employees - Interview in Toronto Star by Janis Foord Kirk, October 2006 >> In two consecutive "Career Monitor" articles The Toronto Star's well known careers columnist, Janis Foord Kirk, quotes Robert Angel on the need to get agreement on the job as to what strong performance is.

    Putting an Innovation Culture into Practice - Ivey Business Journal, January/February 2006 >> This important article examines differences between productivity and innovation, and explains what innovation culture really means.  Innovation has become a matter of competitive survival in an increasingly low-cost world, and calls for an innovation culture - which does not come easily.  You cannot expect to manage your way to creativity; however, good management sets some of the preconditions for it.

    Health Care Performance - SAS Institute (Canada), December 2005 >> At this SAS Health Care Seminar, a distinguished panel addressed some of the most pressing problems facing health care providers, in leadership, performance management, and service delivery outlined in this White Paper, "Best Practices for Ontario's Evolving Health Care System"

    Performance Measurement - Perform Magazine, November 2005 >>  While most of Corporate America employs these management tools, how do some obtain greater benefits from them? This article "Making Balanced Scorecards Work for You" was written for performancesoft's balanced scorecard clients.

    Financial Services Research - over the past three years, Robert Angel has conducted research for a leading technology research firm  into wealth management in insurance, GIC technology, and credit card lending processes.  The most recent report is "Mortgage Lending Processing" (October 2007).  An earlier report was "Canadian Life Insurers Go Mining in the Wealth Management Market" (January 2005) that examines Canadian wealth management - the movement of life insurers into this space, the major challenges they will face, and the opportunities this will create across the industry for competitors, product and service providers, and insurance firms themselves. The research was based on interviews with executives from banks, mutual fund companies, brokerage houses, federal regulators, and the wealth management arm of leading life insurers. For further information please contact The Gilford Group.

    Performance and Culture - 2004 & 2005 >> The CFO role is extending from balanced scorecards and budget metric setting into helping to define strategic business actions for continuous improvement - to realize organizational goals, the CFO must also enter the realm of people performance according to this article, "Improving People Performance" (Financial Executive Magazine, October 2005).   Users of Microsoft's NVision ERP solution in "Staying Alive: Sustainable Business Performance" (Axentia's First Annual Conference, September 2005) were taken from decisioning to performance management.  "Bringing about Culture Change and Improving Organizational Performance" (Fulcrum Search Sciences, January 2005) linked individual and organization scorecards bridge the performance gap by aligning individual goals and behavior to the goals of the organization, and vice versa. This article is based on a presentation to The Strategic Leadership Forum in Toronto in November 2004.  In "Changing the Culture and Improving Performance" (Peter Heinemann's Newsletter, November 2004), customer-centric culture change is getting increasing recognition in management circles, so much so that linking culture change to desired performance is emerging as one of the leading management topics for the coming year.

    Customer Relationships

    "Contact Centre Marketing" - ICCM Contact Centre Conference, April 2004 >> Its a small world after all. This presentation at ICCM's Annual conference in Toronto reviews what to expect in contact centre marketing: customer touch points, consolidation, and converging technologies.

    "Call Centre Marketing" - 2003 Marketing Spectrum Conference, October 2003 >> This presentation at Credit Union Central of Canada's Annual Marketing conference in Banff, Alberta explains how new technology and the growing sophistication of call centre management are getting this important marketing and service area on track.

    "Dispelling the CRM Myth" - Canadian Underwriter, September 2003 >> Research into the Canadian Property & Casualty industry shows how relationship approaches do make a difference to client satisfaction and the organization's financial performance.

    "Eight Business Disciplines" - Advantage Global Customer Initiatives Conference, July 2003 >> As well as chairing the Conference, Bob Angel made this presentation on Event Triggers and Customer-centric business disciplines.

    "KM in Canada" - KM Magazine, June 2003 >> The leading knowledge management magazine, based in the UK, interviewed Bob Angel about KM in Canada.

    "Knowledge Management Culture Change"- IQPC Best Practices in Knowledge Management Conference, May 2003 >> This presentation is taken from the Master Class on Evaluating and Applying Effective Change Management Strategies to Roll-Out KM.

    "Living the Brand" - CAmagazine, May 2003 >> This third article in the series covers making your organization's values come alive with each customer, then tracking your results. Previous articles are "Relationship Results" (January/February 2002) about how many companies invested substantial technology dollars in customer relationship management, but few investments improved customer relationships as much as expected, and "What the Customer Wants" (December 1999) on advances in database technology are enabling banks to measure customer value at the root, one account at a time.

    "What Executives Want from Project Managers" - Project World, April 2003 >> This presentation, "What C-Level Executives Want from Project Managers", reviews effective project management initiatives and what distinguishes success versus failure.

    "Corporate Social Responsibility" - Canadian Association of Management Consultants GTA Newsletter, Winter 2003 >> This article summarizes Steven Cross' speech on what corporate responsibility is and what it might mean to business advisors, at the December 2002 CAMC GTA Chapter lunch.

    "Loyalty Rules!" - Focus on Strategy, December 2001 >> This article reports on the speech by Frederick Reichheld to the Strategic Leadership Forum's Research Breakfast Briefing in Toronto on October 31, 2001.

    "No Speed Limits" - The Banker, May 2001 >> In the ultra-competitive online banking environment, this means supporting real-time actions with near-real-time analytics.

    "Relationships Defined" - The Corporate Executive BoardCouncil on Financial Competition, 2001 >> Earning (and re-earning) customer loyalty in a Buyer's market - hard copy only.

    "CRM - The Upgrade" - The Canadian Banker, Q3 2000 >> Move over, Customer Relationship Management, and make way for Customer Relationship Marketing, which is driven not by what the bank has to sell but by what the individual customer actually needs to buy.

    "Turning Transactions into Relationships" - Canadian Marketing, June 2000 >> Managing your customer relationships runs counter to relationships spirit in the age of the networked economy.

    "Measuring Accurate Customer Value" - AMIFS, June 2000 >> Introducing profitability measurement and its business uses.


    BMO wins DWI 2003 Award for Customer Relationship Management - InformationWeek article, July 2003
    Bank of Montreal is winner of a Best Practices in Data Warehousing Award from The Data Warehousing Institute. Event triggers are cited in this excerpt from an InformationWeek article.

    Read more about "Seeing the Customer as an Individual" by clicking here to view the Gilford Group whitepaper on how best-in-class organizations are implementing for relationship results.



     

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