NORDIC 4SIGHT
CONSULTING

Relationship-driven business

When the customer base erodes unnoticed and competition for customers gets tougher, more effort for everyone does not help. We help you grow the value of your customer base: less churn, better profitability and the impact calculated in euros.

Churn has a tipping point

Erosion of the customer base is hard to see, and its cost is rarely calculated. Once churn reaches double digits, it easily gets out of hand: returning to a healthy level is very difficult, sometimes impossible.

That is why we start by calculating. When churn risk is turned into euros and linked to revenue and profit, there is a clear business case for fixing it.

Our goal is unambiguous: the value of the customer base grows and customer loyalty improves.

What relationship-driven means

Paul Lillrank, Olli-⁠Pekka Pohjanmäki and Lauri Mähönen laughing on a sofa.

Customers are not of equal value to a company, and they do not value the same things. Value is always shared: value for the customer and value for the company.

In a relationship-driven company, each customer relationship gets exactly as much effort as its value allows. In practice, sales, service and marketing effort is sized according to what each relationship generates. That is why the solution is always different: channels, service model and the steering of customer work are built around the nature of the relationships and the operating environment.

The aim is growth and profitability at the same time, not one at the expense of the other.

How we work

Data before opinions

We analyse customer data and profitability before we propose anything. Every conclusion is justified.

No ready-made models

The solution is built from your customer relationships and your situation, not from the previous project.

Benefit calculated in euros

At the start we agree how success is measured, and at the end we calculate what the work delivered to revenue and profit.

Our services

The work moves in three phases from the current state to a new operating model in use. The services described are examples. The content is always built around the situation.

We assess the current state

From data and interviews we find out how customer relationships are led today, what they generate and where effort really goes.

For example

  • Customer relationship auditThe views of management, staff and customers, and the differences between them.
  • Customer profitability and lifetime valueWhich relationships are profitable, which eat into the margin, and what the customer lifetime value (CLV) is.
  • Churn risk in eurosWho is about to leave, what churn costs and what it means for revenue and profit.
  • Allocation of effortDoes the use of resources match the value of the customer relationships?

Outcome

A picture of the current state in euros: what it costs and where to start.

We build new practices

Together with your core team we renew the areas of the business where customer value is created or lost.

For example

  • Customer strategy and segmentationThe customer base is divided by value and needs, so that effort goes to the relationships that pay back.
  • Customer relationship processThe relationship lifecycle from acquisition to cross-selling and retention, so that its value grows throughout.
  • Customer loyalty and churn managementSolutions that keep the most valuable relationships and strengthen their commitment.
  • Channel solutionsWhat is handled digitally or automatically and where a person is needed, so that the cost of service matches the value of the relationship.
  • Metrics and steering of customer workMetrics that link customer experience to growth and profitability, and management that keeps effort in the right relationships.

Outcome

An operating model in which effort matches the value of customer relationships, with a calculation of its impact on revenue and profit.

We support the change

A new model pays off only when it shows in thinking, everyday decisions and culture, and finally in results.

For example

  • Change programmePhasing, responsibilities and metrics.
  • Coaching and workshopsFor management, managers and teams, so that new practices become part of everyday work.
  • Impact trackingWe calculate what the change delivered.

Outcome

A way of working that is in use, and its impact on growth and profitability calculated in euros.

When companies contact us

  • Churn is accelerating, and nobody knows what it costs.
  • Profitability is weakening, and it is unclear which customer relationships eat into the margin.
  • The strategy, its goals and its choices need clarifying.
  • Sales results do not match the effort put into them.
  • The company is entering a new market, customer group or channel.
  • Responsibility should become part of the competitive advantage.
Olli-⁠Pekka Pohjanmäki and Paul Lillrank talking in armchairs in front of microphones.

Tell us what situation you are in.

Most of our projects start from the client’s own situation, not from a ready-made list. Let’s assess together where to start.

Olli-Pekka Pohjanmäki

CEO, Partner

olli-pekka.pohjanmaki@n4c.fi+358 40 163 0474LinkedInProfile

Paul Lillrank

Partner, Professor Emeritus

+358 50 070 3848LinkedInProfile

Lauri Mähönen

Partner, Data and Analytics

lauri.mahonen@n4c.fi+358 40 732 5322LinkedInProfile