CRM - January 2008 - (Page 16)

SPONSORED CONTENT ATi Moving Forward by Looking Forward: Customer Value Management in 2008 and Beyond By Susan Cordts PRESIDENT/CEO ADAPTIVE TECHNOLOGIES, INC. (ATi) The Rosetta Stone of business is the ability to accurately predict each customer’s “future value” to business performance. And while a customer’s future value is somewhat related to their past behavior, it is curious how much time business leaders spend gazing in the rear view mirror when what they really want to do is to look forward. The time is right and the analytics are here to make better, more confident business decisions based on powerful predictions of customers’ future behavior. Customer Value Management is my vision for 2008 — applying the right level of resources at the right time in the best way to meet the needs of current and prospective customers. While ambitious, this goal can be achieved by basing our decisions on an in-depth understanding of our customer’s value to the organization today, tomorrow, and into the future. ATi’s predictive analytics and proprietary technology delivers a sophisticated understanding of customers and provides insightful, forwardlooking predictions based on comprehensive data from all areas of the organization. These include costs, revenues, sales cycles, demographics, and attitudes, as well as data obtained from external sources. ATi ensures that each dimension is measured in terms of its contribution to future customer value to the individual departments and the organization overall, while enabling actionable and better decisions at the departmental and managerial level. Yes, the future is here. Our customer value management analytics allow ATi and our customers’ resources to be used more efficiently and effectively, such that customer needs are satisfied and business goals are SUSAN CORDTS, President and CEO Susan Cordts provides the leadership and vision that enables Adaptive Technologies, Inc. to continuously exceed customer expectations. ATi uses a common approach of dedication and commitment with every client to meet their needs and deliver outstanding results through our technology and people. Susan works closely to align ATi solutions with clients’ plans for the future. It is her vision and daily focus. Susan is a recognized leader of growth-oriented and developing companies. She primarily focuses on ATi’s strategic and client relations while providing all operational and management oversight to a global organization. With a background in sales and marketing management, Susan is able to relate to her clients’ needs to maximize returns on investment and improve business performance. Ms. Cordts has been providing expert solutions to various customers in a variety of industries in the area of advanced analytics and technologies with a company that was founded in 2001. Her management and leadership demonstrate a continuous track record of success helping businesses repeatedly achieve their goals. Examples of projects she has led achieved. Naturally, trade-offs among resources are necessary, and making trade-off decisions becomes more strategic and straightforward when the likely outcome can be predicted with confidence. The ATi solution actively learns from new data in real-time providing clients with up-tothe-minute insights into the future viability and impact of various marketing activities on customers’ behaviors. Organizations waste valuable resources by focusing attention on non-profitable activities. For example, in our experience, we see companies focus on “loyal” customers even when they do not yield the best possible ROI. ATi provides the insight to be able to understand customers from multiple perspectives to avoid costly mistakes. In some instances clients discover their actual customer profile is not aligned with their desired or ideal target market. We establish a number of business objectives and then measure how well each customer contributes to these objectives and the positive impact each has to our business. A vision is forward-looking and must be supported with reliable predictions and accurate levels of confidence. Predicting the appropriate resources to be applied to the right customer at the right time is now a realistic and achievable goal. It is my vision to extend ATi’s practices and solutions to other organizations that wish to see beyond today’s horizon. These companies must be ready to embrace predictive analytics as more than visionary. They must place customer value management and the ability to predict future behavior as a vital centerpiece to gain a competitive edge and to achieve superior levels of business performance and profitability in 2008, and beyond. have resulted in increased performance, often times reaching triple digit improvements. She has a depth of experience in providing solutions for consumer and business markets. She has provided insight and leadership in initiating systems, processes and controls to help organizations stimulate sales productivity, meet market challenges, and exceed revenue projections through quality solutions and proven expertise. Prior to joining ATi, Susan was CEO and Managing Director of Universal Robot Systems, LLC. Susan has extensive international business experience and more than 15 years healthcare senior management experience. Susan was responsible for directing the marketing activities of one of the largest cardiovascular programs to all physicians, patients, providers and the community through a campaign of direct marketing and mass media. Her accomplishments also extend to creating one of the top CV programs in the nation for hospitals of like size, while leading market share in North Texas and Southern Oklahoma. She received her AD in Nursing, a BA in Marketing from Midwestern State University, and a Masters in International Management (MIM) from Thunderbird, The Garvin School of International Management.

Table of Contents Feed for the Digital Edition of CRM - January 2008

CRM - January 2008 Contents Front Office Reality Check Customer Centricity The Tipping Point Facebook's About-Face On the Scene: Oracle OpenWorld 2007 CRM Market Set to Double Customers, Meet your Makers Required Reading Oh, Behave! Fine-Tuning the Channel Listen Up! The Master Piece Flying High on Customer Service Let's Get Digital The Big Rigs Get Revved Up Putting Asia in Your Pocket Secret of My Success Connect Re:Tooling Pint of View

CRM - January 2008

For optimal viewing of this digital publication, please enable JavaScript and then refresh the page. If you would like to try to load the digital publication without using Flash Player detection, please click here.