Organizing Your Business Around the Customer

Produced

• 2003

Key Features

Video type: VHS or DVD
Length: 55 mins. (2003)

a Stanford Graduate School of Business Executive Briefing
Featuring:
Roger Siboni
Chairman of the Board of Directors, E.piphany

Program highlights include how to build a business on profits instead of volume, planning your effectiveness in delivering top customer experience, and increasing market share through customer retention and personalization at the point of sale.

Customer relationship management (CRM) is all about keeping customers happy. Unfortunately, not all customers are the same. Ten percent of your customers often provide ninety percent of your profits; you'll break-even, or perhaps even lose money, on the rest. Use CRM to enhance positive experiences for the profitable customers, and bring down costs by automating the unprofitable ones. The clue is in differentiating your best customers, giving them personalized service, and rewarding them for their loyalty. This approach requires an enterprise-wide commitment to sharing customer data, and the reinvention of how every department in the company should interact with customers. Roger Siboni explains how you can make life easier for your best customers-and more profitable for yourself.

Prior to joining E.piphany, Roger Siboni was deputy chairman and chief operating officer of KPMG Peat Marwick, where he was centrally involved in driving that firm's rapid growth. During his twenty-year tenure at KPMG, Roger helped grow numerous technology startups into major public companies. Siboni is the chair of the Haas School of Business at the University of California at Berkeley.

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