We are not reaching our online growth goals? What can we do to improve performance?
With a focus on customers three action areas were identified: Align pricing with customers’ willingness to pay, develop a pricing model that is easy to manage and set uniform expectation levels, and align the online offering with customers’ needs. We developed a solution that could be implemented knowing the constraints in the systems and the need for consistent management of a large sales force. An online pricing model based on an easily available parameters (number of professionals) was used. The change in pricing model and level was combined with the introduction of a significantly improved service (tailored to the various customer segments) resulting in a number of new customers, a happy sales force and much improved financial results.
