Customer Value Management Case Study

Business Objective:

CMI promotes customer value management (CVM) as a way for clients to increase and maintain business performance.  In order to truly embody the customer value orientation we endorse, we felt that CMI should experience the process first-hand.  To do this, we launched our own internal CVM effort.

Research Objective:

CMI sought to identify and understand customer needs and develop initiatives around how to improve delivery on needs and enhance the value we offer clients.

Methodology:

In-depth interviews were conducted with highly experienced research managers that yielded over 100 operational needs.  With additional quantitative input from research managers, these needs were then collapsed and prioritized.

The Result:

The resulting tactical and strategic needs formed the basis for CMI's client satisfaction program and several initiatives to improve delivery in areas of top importance to our clients.