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  Client Lets Technology Rather Than Customer Requirements Drive Product Decisions
  Client Considers Changing Business Model and Product Without Comprehensive Market Research
  Absence of Product Process Derails Client's Development Program
  Fragmented and Cannibalized Flagship Product
  Client Loses Customer Centric Focus
  Client Loses Key Customers
  Client Fails to Maximize Customer Revenue
  Foreign Exchange Case Study I
  Foreign Exchange Case Study II
Client Loses Key Customers
Problem: Brokerage loses key customer to competitor despite better pricing and better product.
Insight: Client provided “one-size fits all” service, that overlooked special requirements of largest customers. Client underestimated importance of customer service, and while customers were happy with price and product, they were dissatisfied with the level of service.
Solution: Identified customer service requirements that enabled client to develop bespoke service for key customers and recommended that client develop service-level agreements with key customers. Client designated special “contacts” for key customers.
Results: Client won back all key customers within six-months


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