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Q: Customer Plans (like Business Plans) ( Answered 5 out of 5 stars,   0 Comments )
Subject: Customer Plans (like Business Plans)
Category: Reference, Education and News > Consumer Information
Asked by: simrangambhir-ga
List Price: $100.00
Posted: 07 Nov 2005 16:07 PST
Expires: 07 Dec 2005 16:07 PST
Question ID: 590280

I am looking for informaiton on what companies have "Customer Plans"
for their businesses.

Companies often have "Business Plans" for the coming years, however
companies like Tesco (in the UK) have also developed specific
"Customer Plans" specifying things like:
* Which customers they are going to focus on 
* What results they are expecting
* Which customer segments they plan to grow

I am looking for information on what are in such plans and what are
the best practices in the area of customer planning.

Examples of other companies (and their plans, if public) that have
such plans would also be appreciated.

Our bias is towards the retail industry, however, information about
any company that has specific "Customer Plans" would be appreciated.


Clarification of Question by simrangambhir-ga on 08 Nov 2005 14:39 PST

I can't see which researcher has taken the question, just that someone has. 

Can whoever that has taken it please let me know when they hope to
have an answer by - need to get the answer back to someone else
(hopefully soon) so need to set their expectation on when they can
expect it.



Request for Question Clarification by czh-ga on 08 Nov 2005 18:28 PST
Hello simrangambhir-ga,

Thank you for the heads-up about your deadline. I have been
researching your question and should have it done by midday tomorrow.
I'm in California.

The reason it's taking so long is because I haven't found much that is
clearly relevant. I've found lots of information about Tesco and some
information about some utility companies but not very much on customer
plans in the retail industry. I've found some articles that seem to
refer to customer plans as simply part of the marketing strategy.

I'm confident that I will be able to find you whatever there is, but
it would be helpful if you could give me whatever additional
information you have. How will you use the information about customer
plans? What leads you to believe that "best practices" have been
established? Anything else you can share would be most welcome.

I look forward to your clarification.

~ czh ~

Clarification of Question by simrangambhir-ga on 08 Nov 2005 19:48 PST
Hi czh, 

Would really appreciate if you could get the information to me tonight
california time (i am in australia, so your mid-day tomorrow
california time be friday morning for me and we are hoping to have the
answer before then).

Regarding more info: 

* We plan to use the info to possibly come up with our own "customer plan"

* best practices?: i have no reason to believe that best practices are
not being used, they possibly are... but i don't know about what they
are... and the info you provide will help show us what is out there
and possibly what the best practice is.

The info will help us see which companies are treating customers as a
central part of their business (aka, customer plan is as important as
rest of business plan) and how they are doing in the industry.


Request for Question Clarification by czh-ga on 08 Nov 2005 23:44 PST
Hello simrangambhir-ga,

I just got in. I will work on your project tonight and will complete
it before I go to bed. More soon.

~ czh ~

Clarification of Question by simrangambhir-ga on 09 Nov 2005 00:48 PST
Thanks czh. 

FYI, its approximately 8pm here (Melbourne, Australia) ... if you
could get me the answer by 9am (13 hours away) that would be really


Subject: Re: Customer Plans (like Business Plans)
Answered By: czh-ga on 09 Nov 2005 04:24 PST
Rated:5 out of 5 stars
Hello simrangambhir-ga,

I discovered a wealth of resources for you as I dug deeper to help you
find customer-centric companies that are focused on building
organizations that put customer satisfaction as a core value. The key
to the research was finding the proper vocabulary for the information
you?re looking for.

The best starting place is to investigate the broad field of Customer
Relationship Management (CRM). There is a wealth of information
available with articles, white papers, reports, directories, portals,
blogs and more all addressing the importance of focusing on making the
customer happy.

You said you were interested in retail and referred to Tesco?s
reputation. Since Tesco is help up as an example to other companies as
a paragon of customer focus, I?ve collected a lot of information about
them so you can draw your own conclusions. Next, I?ve collected some
articles, surveys and reports that discuss other companies that are
known for their customer-centric attitude. I?ve also found some that
specifically mention the development and use of ?customer plans.?

Doing the research led me to a treasure trove of resources on what is
happening with CRM and what are the coming trends. Finally, I?ve also
found a collection of links for best practices in the field.

I trust that the information I?ve found will be helpful. Please don?t
hesitate to ask for clarification if any of the material I?ve provided
is confusing.

Wishing you well for you projects.

~ czh ~

Scoring Points (How Tesco is Winning Customer Loyalty)
by Nick Wreden 
July 13, 2004 

Companies start loyalty programs to encourage additional purchases,
but a new book by the brains behind one of the world?s most successful
loyalty programs believe that that premise is the first step toward

What companies really need to do, say Clive Humby and Terry Hunt, is
establish loyalty programs that thank customers for previous purchases
rather than encourage them to buy more. That approach is instantly
understandable to anyone who has a wallet full of cards just needing a
stamp or two to qualify for a ?free? sandwich or cup of coffee.

Scoring Points: How Tesco Is Winning Customer Loyalty
by Clive Humby, Terry Hunt  -  Provided by Kogan Page through the
Google Print Publisher Program

4.To have the most loyal and committed staff. 

Tesco as a company, uses clear values to underpin what we do. Our core
purpose is based on "Creating value for our customers to earn their
life time loyalty". Tesco has doubled the number of staff it employs
over the lost 10 years.

Here is Tesco's steering wheel; this really underpins our business
both in the UK and overseas, and we divide into the different
quadrnnts of Customers, Operations, People and Finance. This is the
nuts & bolts of how we manage our business, through a Customer plan,
an Operation pan, and a People plan in conjunction with our key
financial KPI's.

Our Customer Plan delivers the customer part of our strategy. It's an
annual activity plan, and is an agenda for customers with these
projects forming part of our category plans. It is designed to drive
trade, and to improve the shopping experience for customers.
Corporate ResponsibilityReview

What?s Your Value Proposition? 
How to maximize the business pay off for internal communication.

***** See page 3 for the sidebar on Communicating the Customer Plan at Tesco.

Tesco Account Watch October 2004 

***** This is a 77-page report that gives you an excellent overview of
Tesco by IGD, a research organization specializing in the Food and
Grocery Industry.

Every Little Helps: Talking To Tesco

Simon Ford, Head of Market Research, at Tesco UK talks to Phyllis
Vangelder about the role of market research in supporting Tesco?s core
vision ? the customer as the main focus of the brand
Simon Ford emphasises: ?The customer is at the centre of our vision.
We have three stakeholders: customers, staff and shareholders and our
core set of values position customers as the focus of everything we
do. Our mission is to create value for customers and earn their
lifetime loyalty?.

Brand Review 
Each year the Customer Insight Unit conducts a Brand Review looking at
all that has been learned about customers in the past year and where
they are going: are customers looking for healthy living; convenience;
organic produce? Part of this exercise involves looking into the
future, identifying trends in eating and shopping behaviour to ensure
that the brand will meet consumer needs and wants.

?We cement all our findings in a Brand Review which is presented to
the Board and have a Road Show within the company. The Review goes
into a Customer Plan, which sets out the key initiatives for customers
over the next year. Each Plan has a large budget and its major
criterion is to make things better for the customer. In addition to
representatives from the Customer Insight Unit, each Plan has a
Project Champion to ensure it happens. We sit on the Customer Plan
teams to ensure that the customer voice is not drowned by operational
factors. The whole process encapsulates how market research is at the
hub, not only of marketing, but the whole company. It is great to be
part of a company where market research is so valued?.

Earth's Most Customer Centric Company: Differentiating with Technology

In this lively presentation Jeff Bezos, Founder and CEO of
discusses many of the technological advances that have enabled to be the "earth's most customer centric company".

CRM Claims the Corner Office 
Customers now have a champion on the executive team: the Chief
Customer Officer. CRM magazine reveals the success strategies of three
of these new leaders.

The customer's time has come
Today, as organizations increasingly recognize the value of being
customer-centric, the role of chief customer officer (CCO) is
appearing on more and more executive teams.

Campbell Soup Company, Colorado Springs Utilities, and The Evercare
Company are three organizations that strongly believe in the power of
the CCO role. These CCOs' success strategies, and the positive results
their efforts have had on their firms and customers, follow.

1to1 Magazine

1to1 Magazine highlights the achievements, case histories and newest
developments in CRM. Our mission is simple: provide a trusted source
of timely, relevant, useful and stimulating information about the
ongoing one-to-one revolution.

Fast Talk: The State of the Customer Economy 

Adopt customer-relationship management. Be customer-centric. Organize
around the customer. The customer is king. By now, these customer
mantras should sound familiar. But are they the new hype or the new

***** Although slightly dated, this article is still relevant as it
discusses the issues around what it means to be a customer-centric

BC Hydro
Customer -- Customer Care

Customer-Based Reliability
One of the ways we will improve reliability is by anticipating the
needs of existing and future customers and incorporating them into our
investment strategies. A Customer-Based Reliability (CBR) strategy has
been developed to tailor reliability targets for specific customer
segments by incorporating customer expectations in asset spending
decisions. The first phase of the strategy, implemented in fiscal
2005, focuses on feeder circuits deemed deficient in meeting customer
needs and expectations. A feeder is a circuit that carries a large
block of power to a point at which it is broken into smaller circuits.
In the context of the CBR strategy, the focus is on power reliability
in the customer?s area and the feeder circuits can provide good
indications of patterns of electricity consumption.

Company and Annual Reports

Training Sweetens Hershey?s Core Strategy

Simplify the Process

In the past, Hershey?s retailers felt that promotion strategies were
too complex. They and Hershey found it hard to decide how to allocate
trade funds for mutual benefit. The Blue Chip strategy would simplify
that process by focusing on a single annual customer plan developed
jointly by Hershey and its customers, rather than a ?promotion by
promotion? approach to allocating trade funding. These dollars would
be provided based on an agreed-upon annual promotion plan and the
customer?s ability to comply with its promotional commitment. Pay for
performance. In addition, the sharing of trade funds wouldn?t be as
automatic as in the past, but instead would be allocated on an annual
pay for performance basis. The goal would be to re-ward customers that
were the most successful at growing the candy category with Hershey.
Even though the Blue Chip concept is relatively simple, its execution
entailed risks. Customer service executives would have to work with
customers under new rules of engagement that would be more demanding
than before. And the consequences of failure could be severe,
including possible loss of market share as well as lower customer
satisfaction. 3

3 May 2005
by Jaillan Yehia 
House of Cards

Consumers? wallets are bulging with a vast array of loyalty cards
these days but do they really live up to their name and inspire
lasting loyalty for the brand? Jaillan Yehia investigates.

"La client n'a jamais tort" ? "the customer is never wrong". The
mantra coined by hotelier Cesar Ritz back in 1908 has never been more
relevant than in today's market ? one in which UK companies have
poured £3.6bn into an entire theory of marketing which aims to take
this mantra to its logical conclusion and place the customer at the
very centre of everything else.

Consumers may not have heard of Customer Relationship Management, but
more than ever before they are fully aware, as they brandish their
loyalty cards, that their data is being collected, used to measure
spend patterns and aid more informed and therefore more profitable

The three success stories of the loyalty card game ? Tesco, Nectar and
Boots ? certainly fit the frequency bill. Two of the three are of
course multi-partner schemes. The third, Boots' Advantage Card ? one
of the most successful loyalty schemes in the world and probably the
best-loved with 18m members ? has recently announced that it is
looking for partners.

***** This is a long article that discusses current trends in CRM and
examines the experiences of several companies.

TRENDWATCHING.COM's free monthly newsletter brings you the latest and
greatest in consumer trends and related new business ideas.
View all of our trends in alphabetical order below.

***** Browse the list of trends for some very forward-looking views on
what customers want and what you can do to respond to the latest

Joint Value Creation Beyond Price

The ECR ("Efficient Consumer Response") movement effectively began in
the mid-nineties and was characterised by the emergence of new
principles of collaborative management along the supply chain. It was
understood that companies can serve consumers better, faster and at
less cost by working together with trading partners.

Efficient Consumer Response is a term used to describe a way of doing
business in the grocery industry that involves trading partners:
"working together to fulfil consumer wishes better, faster and at less

***** This is a 127-page report that addresses how to compete by
providing extra value to the customer.

Efficient Consumer Response Australasia

The introduction of ECR in Australia and New Zealand through Efficient
Consumer Response Australasia reflects a renewed commitment to take
costs out of the grocery supply chain and better satisfy consumer
demands through the adoption of world's best practices.

In an increasingly global food and grocery industry and retail
environment subject to rapid change, the future for Australian and New
Zealand suppliers, retailers and wholesalers depends on increased
efficiencies, reduced costs and added value for consumers. Influences
such as global sourcing, new retail formats and channels,
international retailers, competing products and services,
technological innovation and the spread of e-commerce, have all
contributed to the pressure for change.

Customer Management Community

***** This portal site gives you a huge collection of resources. You
have to register (free) to be able to access most of the materials.

------------------------------------------------- and CRM magazine

Site features are designed to serve leaders engaged in the development
of customer-centric business initiatives and ventures.'s Internet gateway is ideal for companies that have
identified customer relationship management as a key strategy for
creating enhanced customer value across many industries including
technology, communications, finance, retail, advertising, and

Chief Customer Forum
15th NOVEMBER 2005

The First Chief Customer Officer Forum will take place at the Sheraton
Hotel, Hong Kong, on 15th November 2005. For this event, we are
bringing ten globally recognised thought leaders to facilitate
discussion, and provide their distinct insights into customer

CRMTrends is dedicated to providing guides and links to CRM best
practices for marketing professionals who are moving toward a customer
centric goal - often visible to us, but invisible to those around us.


This portal has more information on CRM topics than you'll ever find
in hours of searching. Check out our extensive library of articles,
resources, valuable tips, news and reviews. If we don't have the
information, then we point you to it.

Unisys Predicts Six Key Growth Drivers for CRM in 2005

Gel (short for "Good Experience Live") focuses on good experience in
all its forms: how it's created and what it means in art, business,
media, community, society, and technology. A few speakers are
Internet-related, but most are outside the tech world.

Introduction to this Newsletter, 2005
by Mark Hurst
January 10, 2005

This is my annual opportunity to tell new readers, and remind veteran
readers, what Good Experience is all about.

Premise 1: Any business can measurably improve its metrics by
examining, and improving, the experience it creates for its customers.

Premise 2: People can enrich their lives by becoming aware of the
experience they get from businesses, technology, art, architecture,
culture, and other experiential arenas.

Premise 3: The best way to learn about good experience is to *have* a
good experience.
Good Experience, then, is an invitation for both companies and
customers to think about experience - what's created, what's received
- and how to find, create, and recognize good experiences in the
world. I try to make the newsletter itself a "good experience," to
help drive home the message.

The newsletter does focus on customer experience in business, though
Fun Stuff and an occasional column reach to larger issues outside the
business world. Other Good Experience projects outside the newsletter,
like the Gel conference, focus the spotlight on good experiences
anywhere - not just in business.

Designing the Customer-Centric Organization: A Guide to Strategy,
Structure, and Process
Jay R. Galbraith
ISBN: 0-7879-7919-8
208 pages
April 2005

Designing the Customer-Centric Organization offers today‚ ?s business
leaders a comprehensive customer-centric organizational model that
clearly shows how to put in place an infrastructure that is organized
around the demands of the customer.

Retailers Target Customer Centricity 

BetterManagement Live hosts a panel that looks at shopper segmentation
and predicting consumer needs as drivers of future loyalty gains.
October 28, 2005

"What's exciting in customer-centric planning is enriching traditional
business plans with customer plans and switching the spotlight to a
customer-driven organization," said moderator Pamela Massenbury,
customer-inspired merchandising chair of Ogden Associates. "It's a
buyer's market, so we must continue to deliver a superior experience
to convert passive customers into loyal brand evangelists."

Retail CRM ? Modeling Retail Best Practices.

Top 10 CRM Best Practices

Maximizer > Solutions > CRM Best Practices White Papers - Maximizer Enterprise

Customer Relationship Management Best Practices

2004 Global CRM Study

?Doing CRM right" is not a mantra to be taken lightly. Successful CRM
(customer relationship management) can transform a company, helping it
to grow more profitably by serving its customers more intelligently.
At its best, CRM does more than just automate a call center or improve
a sales report; it can transform a company ? culturally, structurally
and strategically.
Trouble is, CRM is done right less that 15 percent of the time.
According to the 2004 Global CRM Study from IBM Business Consulting
Services (BCS), 85 percent of companies in America, Europe and Asia ?
large and small, across every industry ? are not feeling fully
successful with CRM.

***** This is a large site offering many resources and reports on best
practices in customer management.

Marketing of Products and Services
Processes, Best Practices, & Risk Information

Marketing Leadership Council

The Marketing Leadership Council provides best practices research and
executive education to senior marketing executives at the world's
leading organizations. Through the identification and sharing of best
practices that increase the quality and effectiveness of the marketing
function, the Marketing Leadership Council strives to make some modest
contribution to the work of its members. As the membership has become
more international in composition, the Council has expanded as well,
providing research services globally through our London and India

Software White Papers


"customer plan" tesco
?annual customer plan? tesco
annual customer plan
"customer plan" "business plan"
"customer relationship management" OR CRM
"customer relationship management" OR CRM "customer plan"
"chief customer officer"
"customer relationship management" OR CRM "best practices"
"customer relationship management" OR CRM "best practices" retail
simrangambhir-ga rated this answer:5 out of 5 stars
A very comprehensive and informative bit of work. 

Thankyou czh.

There are no comments at this time.

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