Conglomerates with companies operating across a number of industries are increasingly focusing on driving value generation through creating synergies. In particular, a great deal of opportunity lies in and is being tapped into around sharing customers. As the effort to acquire new customers is relatively costly, the practice of sharing customers across group companies is proliferating.
 

This sharing of customers requires group companies work in a collaborative and collective manner, with the shared objective of generating value for the holding company as the driver (rather than generating value for any given individual company). This type of collaboration is easier said than done, however, as each group company is almost always looking out for number one.
 

We have worked with several group companies over the years, helping them realize that the whole is better than the individual pieces; from designing customer data hubs that enable individual companies to share customer data with their group peers, to enhancing group loyalty programs that aim to drive customers across the individual group companies, we have helped many a multi-industry group company tap into the benefit that lies in creating synergies.

Cross-Sales Strategy Design
A service around building a cross-sales culture within multi-industry companies, such that individual companies share as well as gain consumers from peer entities, driving an overall increase in total consumer share-of-wallet.
Customer Total Value Modeling
A service around understanding the actual, historical, as well as potential value of customers, examining their spend across companies, as well as within households, to gain a true understanding around most valuable as well as most growable customers.
Synergies Assessment & Strategy Design
A service around examining and understanding the various marketing, sales, and operational actions that can be taken by various companies mutually, tapping into the benefits that synergy can create, driving revenue growth as well as cost savings
Total Customer Relationship Loyalty Program Design
A service around designing a loyalty program that drives behavior change across the entire customer lifecycle, across numerous companies, to ensure maximum realization of objectives beyond just customer retention and customer satisfaction (such as cost reduction, margin uplift, etc.).
Project Management Office (PMO) Establishment
A service around supporting various initiatives that require guidance in implementing, through establishing, leading, and / or staffing project management offices overseeing the day-to-day efforts of various implementation work-streams.
Data Strategy & Governance Design
A service around enabling the utilization of data to drive value, from designing how data should be collected to where it should be stored, how it should be managed to how it should be leveraged / utilized.
Customer Data Quality Assessment, Cleansing, and Records Unification
A service around understanding the quality of data on hand, identifying ways to make improvements to close the quality gaps, as well as conducting actual cleansing and unification of the data, to ensure customer records are stored properly.
Customer Data Model, Hub, and Mart Design
A service around designing data storage solutions, identifying not only what data should be stored, but how it should be stored, across companies, going beyond design into actual ETL efforts and practices.
Segment-Specific Treatment Differentiation
A service around designing and bringing to life customized segment-specific treatments for various consumer segments, to ensure the experience is differentiated and optimal for those who individually have a greater impact on the bottom line vs. the mass.
Customer Experience Culture Change Management
A service around transforming company and employee culture, to ensure it is aligned with the desired experience to be delivered to customers, being a driver of change rather than a barrier to change, across all companies.
Redesigning Sales Collateral & Sales Practices

For one of Europe's largest multi-industry coalition programs, we redesigned all sales collateral material, used to add new companies to the program.

Designing a Data Strategy and Governance Plan

For one of Europe's largest multi-industry coalition programs, we designed the data strategy and the governing data model for the company.

Designing Mid to Long-Term Strategic Plans

For one of Europe's largest multi-industry coalition programs, we defined the mid to long term strategies of the company, identifying opportunities for improving performance going forward.

Redesigning Company-Wide Key Processes & Policies

For one of Europe's largest multi-industry coalition programs, we redesigned all of the key processes of the company, including the redesign of roles and responsibilities.

Redesigning Account Management Practices

For one of Europe's largest multi-industry coalition programs, we designed the key account management principles and processes.

Redesigning and Launching a Reporting Platform

For one of Europe's largest multi-industry coalition programs, we redesigned and relaunched the company's reporting platform, including the design of new KPIs, the design of new report formats, etc.

Conducting a Comprehensive Data Quality Assessment

For one of Europe's largest multi-industry coalition programs, we conducted an extensive data quality assessment effort, around improving the quality of the company's more than 10 million customer records.

Enabling the Sharing of Customer Data

For one of the world's largest holding companies, we designed a customer data hub, for the purpose of creating synergies through driving consumers across company entities; through the sharing of consumer information, companies were able to acquire new customers from other holding companies (i.e. retailers from hospitals, hotels from malls, universities from real estate, etc.)

Designing a Multi-Company High Value Customer Loyalty Program

For one of Europe's largest holding companies, we designed a high-value customer loyalty program, aiming to reward customers who use various companies of the holding (including hotels, automotive companies, retailers, gas stations, etc.) - the program was a first of its kind in the market it was designed in.

Loyalty Programs Gone Right – Constructing the Utopian Loyalty Program
As a follow-up to a prior article around loyalty programs gone wrong, herein we define what a utopian loyalty program would like (one which not only satisfies members, but more importantly, has a positive impact on the bottom-line), while highlighting some best-in-class programs that have got it somewhat right…
Customer Analytics Gone Wrong – Eight Common Mistakes to Avoid When Deploying Customer Analytics Models
Designing customer analytics models is only half the battle. Equally, if not more difficult, is deploying them, such that actions triggered by the model outputs are being taken on a daily basis. In this follow-up article, we highlight some of the most commonly made mistakes that prevent companies from succeeding at deploying models…
Designing Best-in-Class Loyalty Programs – Getting the Benefits Right
Possibly the most important aspect of a loyalty program is its benefits. Be it lack of vision, lack of creativity, or plain old laziness, many companies take the easy way out and offer cookie-cutter benefits through their loyalty programs. The ones that are best-in-class don’t, offering benefits that not only succeed in satisfying the customer, but in changing the company’s bottom line…
Customer Analytics Gone Wrong – Ten Common Mistakes To Avoid When Designing Customer Analytics Models
The potential that customer analytics models hold within them are extensive for the companies that choose to utilize them to better their marketing and sales activities. But even best-in-class companies get it wrong sometimes by making mistakes in how they design their models, and in how they utilize them once they have been designed. Herein we present ten mistakes to avoid in designing customer analytics models…
Improving the Quality of Data Acquired from Customer Touchpoints
From telecom to retail, hospitality to finance, customer analytics will continue to be a hot topic over the coming years. Keeping in mind that customer analytics is highly correlated with data (and most importantly, with the quality of it), any improvements in data quality will take companies a step ahead in this realm. This article summarizes eight recommendations for companies around how to increase the quality of customer data acquired from customer touch points.
Channel Migration Strategies – Matching Customers to the Optimum Channels
As the number of channels which a company can service its customers through has proliferated over the years and will likely continue to, strategies need to be developed that turn into actions aimed at shifting certain customers to certain channels, in order to best optimize the cost of servicing customers vs. the level of service they receive through different channels…
Loyalty Programs Gone Wrong – Ten Common Mistakes to Avoid
While it’s not rocket science, designing an effective loyalty program is much harder than it appears. Even the most lauded companies have deficiencies in their programs, deficiencies which can make or break it…
Radically Proactive Marketing – The New Name of the Game
The old rules of the game - Advertising, shelf space, retail presence. The new rules of the game - Predictive models, one-to-one offers, outbound campaigns. 65% of product launches fail. That’s means that the millions of hours and millions of dollars in resources invested into developing two out of every three products is a complete waste...
Service Done Right - The Best of the Best
Best-in-class companies go out of their way to cater to their customer base, using service as the key differentiating factor in trying to win them over...
Crisis Management in Reverse - Capitalizing on Shocks to the System
In every sector all over the world, companies fail, collapses that are sometimes triggered by seismic events. Such moments present significant opportunities (or threats, if not seized) for the company that is prepared to capitalize on them. Crisis in the business world can take many shapes and forms...
Making it Right - Problem Resolution for High-Value Customers
Nothing makes or breaks an existing relationship with a customer like a problem handled effectively or mismanaged. How high-value customers are treated during a problem resolution process is of the utmost importance in hoping to retain them…
Unique Acquisition Methods - Below the Line Customer Referral Programs
While customer referral programs are abound, few are conducted below the line, aimed at one single individual, a strategy that can uplift acquisition rates significantly vs. traditional referral programs. Referral programs are nothing new...
Improving Processes in the Service Sector – Going Beyond Efficiency and Quality Uplift
Traditionally, efforts around improving processes in the service sector have had at their core the end goal of reducing operational expenses while maintaining or improving service quality, focused on driving efficiency in certain day to day business activities...
Why Recreate the Wheel? Using Best Practices in the Workplace
Many a company aspiring to be a trendsetter or market leader like an Apple or a McDonalds doesn’t have to be as innovative as them to succeed in their respective sectors / countries – they just need to learn (and borrow liberally) from the best…
Aligning Employees Around Delivering Best-in-Class Customer Experience
Customer – employee interactions are the very backbone of the customer experience. Employees dedicated to serving the customer base deepen the overall company – client bond; indifferent employees providing poor service drive consumer and value loss, damaging the company in a way that is often irreversible. Companies need to align their employees around delivering the best possible customer experience possible…
Maximizing Campaign Conversion Rates Using Analytics
Finding the next best offer for customers is only the tip of the iceberg when it comes to maximizing ROI from campaigns. Companies need to look into using the right channel, the right tone of communications, and even the right time to contact customers to achieve this ultimate objective...
Small Business Loyalty Programs - Giving Back to the Oft-Ignored SME Segment
For too long, the SME segment has been underserved, with companies doing little to cater to the needs of this extremely important and valuable group of customers. Some companies have begun to take heed, launching loyalty programs customized for this segment across numerous different sectors…
Wondering What Lies Ahead? The Power of Predictive Modeling
From telecoms to finance, e-commerce to government, predictive models are being utilized across various sectors to tackle all kinds of business problems. Companies that have yet to benefit from this practice need to examine the ways in which they can do so...
Enabling Cross-Selling Across Group Companies By Centralizing Data
How about making an extra $500 million in two years time with what you already have? Central data hubs and data marts have generated significant benefits for group companies that have utilized them. More and more group companies in the Middle East are taking heed and are launching similar initiatives to reap the benefits...
Ensuring Successful Business Partnerships
Partnerships with other companies in or outside of one’s own sector are often frowned upon by companies, due to their complexity, risk, and time consumption. Yet, the right partnerships can provide significant benefits for companies, helping them gain a competitive advantage against their competitors. Companies need to follow a set of guidelines in ensuring they build relationships with the right partners…
The Social Media Buzz – What’s It All About?
The proliferation of online communities in the form of social media is one of the most noticeable trends on the web over the past several years. Not only has it redefined what the internet means in terms of its value offering, but has also become an indispensible element of a given person’s daily activities...
Segments of the Middle East – Small and Medium Enterprises
The last in a series around the most common and important market segments observed in the Middle East and strategies & tactics to acquire and serve them effectively…
Consumer Segments of the Middle East – The Youth
The third in a series around the most common and important market segments observed in the Middle East and strategies & tactics to acquire and serve them effectively…
Making the Leap – From Reactive to Proactive Sales
Businesses can no longer sit back passively and hope customers come a knocking. The proactive pursuit of potential clients must be made a part of any companies’ day to day sales strategy, and reflect in its activities...
Consumer Segments of the Middle East – Leisure and Business Visitors
The second in a series around the most common and important market segments observed in the Middle East and strategies / tactics to acquire and serve them effectively…
Consumer Segments of the Middle East - The Expat Community
Market segmentation is a relatively common practice, executed over and over by most leading companies around the world, conducted in order to understand the needs of different segments and target them effectively...
Eyes Wide Open - Competitor Intelligence Practices
According to a study by the Society of Competitive Intelligence Professionals, about 90% of the Fortune 500 companies in the US are conducting competitive intelligence activities...
Turning Your Customers (and Non-Sales Employees) into a Sales Force
In a day and age when acquiring a customer is getting more and more difficult due to increased competition and slashed sales budgets, customer referral programs can be utilized to generate significant sales growth in a very practical and effective manner...
Effective Loyalty Programs - Keeping Costs Under Control
The third in a series around features of successful loyalty programs that have helped certain companies stand out from the rest, with program offerings that are recognized as best-in-class...
A New Metric for Sales Channel Management (Channel Diversity Index)
Across numerous different sectors in an ever-increasing manner, companies are agreeing with external parties to serve as a part of their sales channels – and, in some cases, to serve as the sole sales channel...
Are Your Sales Channels Crisis Ready? (Revisiting Sales Channels)
The latest economic crisis necessitates the need for companies to revisit their sales channels. Why? The drastically effected marketplace has altered factors like sales potential, competitive landscape, customer preferences, partnerships, etc...
Effective Loyalty Programs - Recognizing & Rewarding Most Valuable Customers
The second in a series around features of successful loyalty programs that have helped certain companies stand out from the rest, with program offerings that are recognized as best-in-class...
BI on a $0.99 Budget
Business Intelligence teams recognized as "best-in-class" have often spent hundreds of thousands to millions of dollars on software to garner such praise. Such investments are near impossible for budget conscious / smaller scale companies, especially in times of economic downturns...
Effective Loyalty Programs - Changing Channel Usage Behavior
The first in a series around features of successful loyalty programs that have helped certain companies stand out from the rest, with program offerings that are recognized as best-in-class...
Are You Using Enough and the Right Facts for Decisions across Your Organization?
Organizations make tens to millions of managerial and operational decisions every single day with difference importance levels and frequencies. Such decisions range from highly strategic ones, such as decisions on entry to new markets to tactical ones, such as the next product that the sales agent will offer to a customer...