The Value Accelerator
A way to map, identify and unlock real value opportunities across the customer journey.
Insight-led, cross-functional, prioritised for impact
Using insight, we design a customer journey structure and bring together the relevant cross-functional teams around it. We delve into what is happening now, spot where data creates value opportunities, and identify which should be prioritised to deliver impact.
Challenge. A financial services client was using a batch-and-blast approach to selling multiple individual products.
Approach. Using the Value Accelerator, we identified 19 new high-relevance orchestration opportunities across channels.
Five parts, nine steps
Parts 1–3 are the core of the Value Accelerator, delivered with Calesco in every engagement. Parts 4–5 can run with us, or in-house by client teams.
Build a customer-focused framework
1. Collate and map high-level customer needs and pain points into a journey framework.
2. Overlay the type of data opportunity (behavioural, timed, propensity model, segment-based) and relevant channels.
Key outputA high-level customer-focused framework
Framework activation workshop
3. Cross-functional teams populate the framework with current activity — channel, message and CTA.
4. Overlay high-level KPIs and metrics (optional but recommended).
Key outputA long list of Value Creation Opportunities mapped to customer need and stage
Prioritising value opportunities
5. VCOs are ranked by value impact (audience size, influence on key KPIs) and effort (data, content, channel).
6. Gaps are identified and new VCOs captured, with an emphasis on targeting, personalisation and automation.
Key outputA prioritised action plan to deliver customer value and measure impact
Deliver and measure
7. Priority VCO briefs are written and fed into client delivery teams, with a measurement plan.
8. Priorities are mapped to capacity planning to create a quarterly view for the year.
Key outputMeasured impact on customer and business value
Optimisation
9. Testing and optimisation long list and prioritisation (creative, data, channel, proposition). VCO campaigns are reviewed quarterly and the next tranche goes into production.
Key outputEnhanced impact on customer value