Customer & Operational Insights

Customer insights are central to successful customer value management. From up- and cross-sales that are data-driven to precise offer identification for NBA campaigns—our data-based understanding underpins all our actions and forms the core of a successful, customer-centered organization. Our many years of experience in data analytics and AI and our specially developed and automated data management tools mean we’re especially qualified to help you quickly identify potential and achieve growth through customer insights. We use your data to generate relevant knowledge and increase customer value.

Personalization & Next Best Action

Personalization is an important strategic tool and a relevant lever for optimizing customer value in consumer and business customer environments. Customers respond best to direct offers that are tailored to their individual needs and to personalized communication at the right time via the right touchpoint. And that’s how we improve campaign conversion rates & customer experience and increase customer loyalty and value. These, in turn, enable you to set yourself apart on the market in ways other than price. With our 5 success factor approach, we’ll support you in the conception and integration of personalization campaigns in your organization.

Omnichannel and campaign management

In omnichannel management, it is crucial for a company to use their various channels and customer touchpoints to create an overarching user experience that is, from the customer’s point of view, comprehensive and oriented to their own customer journey. These touchpoints must be orchestrated using clearly measurable KPIs. For example, our clear customer contact strategy helps optimize channel control through each stage of the customer journey in a clearly measurable way. To realize full potential for increasing customer value, we begin right at the lead generation phase.

Prevention, Retention, Win-Back

Did you know that it’s five to seven times more cost-effective to retain a current customer than to acquire a new customer? Here are some core questions that we must answer before we can increase customer value:

1.What value can I best preserve and expand with which CPO and via which touchpoint?

2. When should which customer be proactively addressed with which customer loyalty measures?

3. What are the indications and drivers of a possible cancellation?

4. Which (cohort) logic do I need for an optimal and loyalty-enhancing customer approach?

5. How can resources and resources be most effectively distributed among various processes (e.g. prevention, retention and win-back)?

Here, too, we focus on insight-driven design and control of all measures to stabilize our clients’ customer relationships.

Our methodology

Our many years of operational practical and project experience give us a deep understanding of successful customer value management and support our use of proven methodology in our approach. We create a clear impact by using a measurable and results-oriented method.

For project work, we always work eye-to-eye with our customers and in close cooperation with our clients’ teams. And we take care of everything—from strategy, analytics, conception, and piloting, to the integration and operational implementation of measures. We even take charge of program management, ensuring sustainable implementation.

Strengthening direct sales

Effective direct sales via webshop, telephone sales, external sales and customer service create success – and that at an attractive CPO (Cost per Order). In addition, customer data remains in-house and can be used for cross-sell and up-sell. With our many years of operational experience, we support our customers in establishing direct sales channels and scaling them resiliently to contribute to growth.

Development of lead generation

Complex products usually cannot be sold via a simple online order form. They require personal consultation – for example from telesales agents, through chat or at the point of sale. In an omnichannel setup such as this, some channels act as lead engines, and others act as conversion engines. We orchestrate these channels and bring in our expertise in data-based sales to achieve the best possible result for our customers.

Increasing conversion

Increasing the conversion rate is often the best starting point for sales optimization. Why? Because a better conversion rate gets more out of existing customer flows.  Marketing and sales can improve themselves in this way. Our approach focuses on optimizing the cross-channel conversion rate. Only by improving the interaction between the webshop, telesales, customer service and indirect sales can full sales potential be accessed. To ensure that this happens smoothly, we are guided by benchmarks and operational insights from our many years of operational experience.

Generate business from data

Many companies have a wealth of data at their disposal, for example about their existing customers. However, often only a few companies manage to generate significant business from this data. This is where we come in. We convert unstructured data into actionable data – that can be used directly by marketing and sales. For a telecommunications company, for example, we developed customer service into the most important sales channel – actionable data was customer concern, customer value and channel preference.

Development of scalable go-to-market approaches

We support our customers in developing a scalable go-to-market approach that turns target customers into buyers and generates cross-channel sales. In our experience, the right mindset and operational experience are needed to set up marketing correctly and manage it stringently in day-to-day business. We deliver specific expertise.

Omnichannel sales strategy

Online Only? Sometimes that works, but not always. In order to reach a broad group of buyers, it is absolutely necessary to have a distribution mix and a meaningful networking of the various distribution channels. We optimize the interaction of all channels as part of a new sales strategy for the increasingly digital world: customer centered and across all channels.

Contact strategy and opt-in generation

Interactions with existing customers offer opportunities to create added value – via cross-sell, up-sell and recommendations. Often, however, interaction points do not have offers that are relevant for the customers. We support our customers in developing a convincing contact strategy based on quantitative scoring models and data-based campaign management.

Subscription models instead of one-off sale

We support our clients in developing a (subscription) customer centred value proposition and in developing their product range accordingly through loyalty programs, which in turn generate recurring sales and customer interactions. In this way, data can be easily collected, evaluated and used throughout the customer life cycle.

Customer loyalty

Acquiring new customers is expensive. It is therefore important to bind existing customers to the company via our own customer programs. These programs are much more than just “discount clubs”. We design added value and loyalty programs constructed to build and maintain long-term customer relationships. Of course, this also includes technical implementation, which can be rolled out quickly and easily with existing tools.

Sales Performance Management

For the success of a business model, marketing, sales and product management must work hand in hand. We control the goals, figures and cooperation of each of these units and ensure that each division assumes responsibility for its actions: through a strict system of reporting, meetings and clear role definitions. In favor of a system geared towards continuous improvement.

Digital product strategies (portfolio, pricing, bundling)

In the digital world it is often ideal to directly link product development and marketing. Alternatively, it is also possible to leave the marketing to the product itself – true to the motto: the product is the marketing. We know which strategies work best and when to apply them, and can help even traditional companies profit from new paths and digital logics.

Validation of business potentials via Product-Market-Fit

When a product meets a scalable demand, the world of start-ups refers to “product market fit”. We define tests in order to confirm this situation at an early stage and to create a reliable basis for investors, for example hands-on via dummy online campaigns or prototyping. At the same time we accompany our clients methodically through the process and support them through our own prototyping labs.

How can collaboration with start-ups contribute to a company’s own growth?

Established companies have become big through continuous, incremental innovations of their core products and services. Disruptive innovations, however, tend to be addressed by young, different-thinking companies such as start-ups (cf. “Innovators Dilemma”). For established, often medium-sized companies, this raises questions on how the innovative power of start-ups can be used for their own core business as well as for the identification of new business areas. This is where we at MRC step in: we support established companies in entering into cooperations and investments with startups – from the very beginning, the first investments, but also up to the adjustments of startup initiatives for companies with advanced startup activities.

MRC has been an active startup investor since 2015 with over 20 investments. We bring our own experience to the table – including the “ups” and “downs”.  

Start-up Initiatives - Go or No-Go

Everyone around you is investing in Start-ups or supporting young companies and innovation initiatives? You are currently an observer and not sure if you should start?

MRC supports clients in identifying current market developments and innovation initiatives and providing an overview of trends and innovations. The aim is to analyse the pain points of the company and to specifically investigate whether and how start-ups and innovation initiatives are a potential key to solving the challenges.

Getting started with Start-ups

Do you want to launch start-up initiatives to be at the cutting edge of market trends and innovations in your industry?

MRC helps clients to get started with Start-up investments and collaborations. Together we develop a targeted Start-up strategy and provide you with clarity on the added value that Start-up investments bring to your core business. MRC supports the development of the screening process and the concrete selection of first investments. We focus on the sustainable development together with our clients.

Operational Scaling

You have already invested in 1-2 Start-ups, but now you are asking yourself: “How do I bring the initiatives to success?

MRC supports clients in scaling up their Start-up initiatives and professionalising the management of existing initiatives. We define objectives for your Start-up initiatives, build roadmaps and set up systematic monthly reporting to ensure the success of the investments. In addition, we assist in setting up a standardised and scalable scouting and screening process to attract further potential Start-ups.

Start-up Management as a Service

Managing your Start-up initiatives costs you too much time or you don’t have the right resources? You want to professionalise the management of existing or potential new Start-up initiatives and put them in experienced and trustworthy hands?

MRC takes over the management of Start-up innovation activities from screening new initiatives to ongoing support and optimisation. In doing so, MRC addresses that the knowledge transfer from Start-ups into the organisation succeeds.

Readjustment of start-up initiatives

Have you already launched a number of initiatives in the start-up area (e.g. cooperations, support for start-up programmes, investments)? The initiatives you have launched are already being driven forward with significant budgets, but are not yet showing the desired results?

We support our clients in adjusting their initiatives and thus using budgets in a benefit-based and result-oriented way. We help you measure the future success of your initiatives today. With a view to innovation and ROI, we identify optimisation potential and provide concrete recommendations for action.

Start-up Growth Boost

You have Start-ups with great potential in your portfolio, but they do not achieve the desired results?

MRC supports you in optimising selected portfolio companies. In many cases, the problem with young companies is insufficient sales success. To support the Start-up in its growth, MRC uses an effective and scalable sales approach for the Start-up environment, which is already used by MRC Start-up investments.

Participants in the “New Mobility” ecosystem are faced with the central challenge of finding the right reactions to the profound structural change in mobility. As complexity increases, it’s becoming ever more difficult to make secure mobility economically viable. We support our customers in securing and expanding their future viability during this era of profound structural change. We’ll accompany you on your transformation journey—from conception to successful implementation.

Target Vision

Succesfull change management

By defining a clear vision, you create a clear framework for future entrepreneurial action. We´ll support you on your journey to your future vision – one that´s attractive for both internal and external stakeholders.

Business model

Securing future viability

With consideration for current market developments and trends, we’ll work with you to develop a sustainable business model or analyze your existing business model and develop concrete optimization measures. Here, you’ll benefit from access to our extensive network with industrial, educational and research institutions.

Economic efficiency assessment

Achieving full business potential

Are you the operator of a test or race track ore are you planning to build one? We’ll help you to develop a sound decision-making basis for your project. Here, we’ll use our extensive knowledge of market price levels, profit margins and cost structures to give you a realistic assessment of your project’s economic viability.

Customer focus

Maximize customer acquisition & retention

We’ll help you to better understand your target customers. Here, we’ll use our well-founded data analysis capabilities to identify your most important customers and to define appropriate value propositions and corresponding products & services.

Establishment of ecosystem structures

Scalability & network effects

The establishment of ecosystems can be useful for increasing competitiveness. These days, we no longer view ourselves as lone fighters. We’ll support you in building your own digital ecosystem and help you select – and retain – stratgeic partners.

Stakeholder & project management

Effective project implementation

Successful project implementation depends on support from your stakeholders. We have experience dealing with complex stakeholder structures, e. g. agencies, politicans and citizens. We’ll work with you to develop customized, targeted communication and negotiation strategies and ensure structured project implementation.

Digital Transformation

Creating value with digitalization.

For us, digital transformation means using digitalization and innovative solutions to successfully realize growth potential. And this always means change—to your business model, within operational fields, and for the organization as a whole. That’s where we come in. With our interdisciplinary competence, expertise, and our proven end-to-end methodology, we’ll support you through all phases of the journey—from strategy to structure, from connectivity to culture, from employer to employee. We won’t just deliver a concept paper, we’ll actively participate in its implementation. Because our ultimate goal is to empower you to create sustainable success.

Industry focus: Consumer & Industrial goods (White Goods, Mechanical & Plant Engineering, FMCG etc.)

Digital Strategy

Reach growth targets and gain a competitive edge.

How can digitalization help you achieve growth goals gain a competitive edge? Which strategic fields of action arise in your core business and in new business areas? How would you like to strategically position yourself in a dynamically competitive environment? And how can you operationalize all this in a sustainable way? We’ll help you make the right decisions today so you can achieve success on the market for years to come.

Business Model Innovation

Specifically addressing growth potential.

As digitalization becomes ever more widespread, customer requirements and competitive dynamics also expand. Increasingly, integrated solutions are your key to standing out in the market. We’ll help you develop innovative business and revenue models that both strengthen your core business and address new sectors. So you can benefit from changing value creation. Data-based trend and potential analyses are a core part of our methodology, but that’s not all. We start with a plausibility check based on our experience to ensure a basis for reliable decision-making. Then we employ creative, agile tools from the innovation and start-up scene and validation with pilot project validation with potential customers and partners.

Ecosystem Scaling

Use network effects & grow successfully.

When it comes to ecosystems, scalability is the key to success. And creating relevance for supply and demand is essential for network effects. We’ll help you implement success factors like an integrated customer experience, value-generating alignment, and sustained customer interaction. For us, generating customer added value is just as crucial as identifying and selecting the right cooperation partners, setting up appropriate governance mechanisms and optimizing internal operations.

Ecosystem Strategy

Benefit from networked value creation.

Digital ecosystems are becoming more and more relevant. They make it easier to meet growing customer demands—and to cost-effectively realize growth potential. Ecosystems can significantly influence future competitive advantage, but they are also a highly complex, strategic topic that must be customized for each individual company. We’ll help you set up a plan so that you can profit optimally from networked value creation.

Ecosystem Monetization

Generate a positive return on investments

Ecosystems are a great way to cost-effectively generate direct and indirect revenue. Sometimes, though, their full effect doesn’t pan out: the desired return on investment just doesn’t materialize. We’ll help you set up the right monetization logic for your ecosystem and select the perfect business model. This, combined with your existing skills and data, will give you the positive bottom-line result you expect.

Digital Organization

Implement sustainable change.

Implementing a new digital strategy and business model often requires major changes within an organization. An essential part of this process is the adaptation of organizational structures, operating models (including central business processes, required skills and roles) and mindset. But often, this is the hardest part. With courage, conviction, and tact, we’ll roll up our sleeves and guide you through implementation. Because it’s only when your entire team is on board that changes can be successfully rolled out and sustainably anchored.

Equipment as a Service

Meet customer expectations & develop new revenue streams.

Increasingly, customers expect comprehensive solutions that complement the core hardware product—user experience is more important than ownership. The new business model “Equipment as a service” both meets customer expectations and at the same time benefits from digital value creation—in both B2C and B2B environments. We’ll support you in formulating relevant value propositions for the right customer segments, defining appropriate price and revenue models, developing a successful go-to-market strategy, and anchoring its implementation in your organization.

Digital Vision

Set a course for the future.

What value proposition can you offer your customers so you will still be relevant in 5 years? How can emerging technologies and innovative solutions contribute? We support our customers in formulating a clear target vision that sets the course for their strategy—customized based on the company’s profile and strengths. To ensure that all stakeholders’ goals and requirements are met in the future.

Data is the new oil of our time and essential part of digitalization and every digital transformation. With the help of analytics and artificial intelligence, companies leverage previously untapped new potential and strengthen their own core business or expand their business field.

We help our clients to sustainably identify and leverage the business potential of data and provide technology-agnostic support at all stages of their analytics journeys – from conception to implementation and organisation.

Our methodology

In order to generate measurable growth and added value from data, we help our customers to recognize, leverage and sustainably use potential. We make this possible by combining expertise in data science, analytics and artificial intelligence with our many years of consulting experience. We support customers in various transformation phases, such as

• Definition of the strategic direction
• Conception and positioning along the value chain
• Selection of suitable technologies
• Definition of a suitable organizational form
• Implementation support

and have developed our own, proven procedure for this purpose.

Our procedure

In order to realize data-driven added value and to be able to make better decisions, a sustainable anchoring in the organization is required. Through our structured approach, we identify business issues and opportunities that can be solved with the help of data and analytics and offer real added value. After the data aggregation and preparation follows the evaluation and model creation to identify and use business and optimization opportunities.

Our approach ensures the feasibility of the derived measures and thus ensures sustainable value creation. We firmly believe that

• the technology must be carefully selected,
• the culture and organizational model must be appropriate and
• individual potential must be recognized,

in order to create optimal growth through data for the respective company.

With our own in-house data science expertise, we ensure a pragmatic implementation and are able to quickly achieve individual results for our customers with the help of various existing software modules and our own tools.

Growth Analytics

How can data be used to secure and enhance your core business? Which KPIs need to be collected in order to remain on a growth path? With the help of “Growth Analytics” we support companies in realizing growth. To do this, we use a combination of data science competence, industry expertise and lean analytics methodology.

Data Strategy

For the successful change to a data-driven organization, the formulation of a strategy for the procurement and handling of data is essential. This is the only way to break down silos, obtain training data for AI and self-learning algorithms and build a modern operating model.

Use Cases & Piloting

Value-adding use cases must be successfully implemented. MRC supports the identification of individual use cases for the successful use of Data Science and/or AI in your company and accompanies you in the implementation of successful pilots in the form of lighthouse projects.

Growth through Artificial Intelligence

Artificial intelligence has become a popular buzz word. However, the technology and its potential is largely unknown and companies often don’t know how to use it successfully. By developing a target image, concept and organization for your company and realizing an AI pilot, growth is made possible through the use of artificial intelligence.

Forecasting

We support the development and optimization of prediction and classification models for better business management. We realize this by providing our own ready-made, modular building blocks, state-of-the-art technologies (e.g. machine learning) and many years of expertise.

Business Model Development

In addition to strengthening the core business, we also support the realization of new products and services through Data & Analytics. Together, we work out new value creation potentials, starting with the identification of new business areas up to the development and validation of entire business models by including other MRC competencies.

Is your company able to successfully implement digital initiatives within a tight timeframe and budget? Digital projects often fail due to a lack of central key roles. We fill them quickly and easily with technical and methodically trained experts and consultants. We ensure the successful implementation of projects – from day one.

Data Analyst

How can you turn data into value? With this question in mind, we support our clients using our proven 3-step model: We derive relevant use cases from existing data, verify them using statistical methods and finally integrate them into ongoing customer processes. This enables our clients to make better decisions in their day-to-day business. With this approach, we control sales campaigns in the CRM area, for example, and reduce bounce rates on websites.

Scrum Master

Do you want to make your agile development teams more effective and efficient? We combine technical expertise with social competence and, as Scrum Master, increase the effectiveness your development teams. Our experts move confidently – even in complex, international organizations. Our Community of Practice consists of many certified Scrum Masters – with over 70 sprints in projects from various industries in the past two years.

Agile Coaches

Do you want to introduce or optimize agile methods in your organization? Our experienced coaches analyze which agile methods are suitable in individual cases. We support the introduction of new agile methods or the refocusing of existing projects. In a previous project, for example, we converted an organization using the waterfall approach to an agile organization – with more than 150 project participants.

Program Manager

Do you need someone to successfully lead a complex program through the home stretch? Our competent consultants with many years of experience apply project management standards such as PMI directly to the client. From setting up a program, risk assessment, and communication appropriate to the target group to preparing and leading meetings with operative (top) management: We know from our experience from over 30 successful programs what to do, and when and how to do it.

Project Management Office (PMO)

Do you need one or more project managers to support you in the implementation of your projects and hold all the strings?

We provide our clients with individual consultants or an entire team. They keep an eye on the respective project, solve problems quickly and reliably, and ensure successful project completion. Experience, industry knowledge and soft skills are a matter of course – and contribute significantly to the success of the projects.

Product Owner

Do you need support to agilely steer your product development? We offer market/customer analysis, specification of requirements in user stories and user experience and acceptance tests. We take on subtasks, entire work phases or the role of product owner. For a completed project, we have redefined business strategies and specified the minimum viable product in over 40 workshops.