Customer Relationship Management

Customer Relationship Management (CRM) is a strategic management approach that enables organisations to build stronger, more profitable relationships with their customers through the intelligent use of data, analytics and customer insight.

Navigator views CRM as far more than the implementation of software. Effective CRM integrates customer analysis, marketing strategy, sales management and business processes to improve customer acquisition, increase retention, maximise customer lifetime value and strengthen long-term profitability.

Our CRM services combine advanced customer analytics with practical commercial strategies that enable organisations to compete more effectively in increasingly demanding markets.

Customer Analytics

Effective customer management begins with understanding which customers create value and why.

Navigator analyses customer profitability, purchasing behaviour and commercial performance using financial, operational and strategic data. Our analytical services include:

Customer profitability analysis, including the allocation of indirect costs and overheads
Transaction and product profitability analysis
Customer segmentation using ABC, hybrid ABC, XYZ and strategic segmentation models
Customer lifetime value assessment
Purchase frequency and behavioural analysis
Pricing and promotion sensitivity analysis
Customer concentration and dependency risk
Sales and margin trend analysis

These analyses provide management with a clear understanding of where value is created, where resources are being consumed and where commercial opportunities exist.

CRM Strategy & Implementation

The commercial environment has changed dramatically. Digital commerce, global supply chains, rising customer expectations and intense competition require organisations to manage customer relationships more intelligently than ever before.

Many businesses continue to offer identical service levels to every customer, despite significant differences in profitability, strategic importance and growth potential. Navigator helps organisations develop customer-centric strategies that improve both customer satisfaction and commercial performance by answering fundamental questions such as:

Which customers generate sustainable long-term profitability?
Which customers are strategically important despite lower short-term returns?
Which customer segments require different service, pricing or sales approaches?
How should marketing and sales resources be allocated to maximise return on investment?

CRM System Selection & Implementation

A Customer Relationship Management (CRM) system should support an organisation's business strategy, not dictate it. Selecting the wrong platform or implementing poorly designed business processes can lead to costly projects with limited commercial value.

Navigator provides independent advisory services to help organisations evaluate, select and implement CRM solutions that align with their strategic objectives, operational requirements and growth plans. We begin by analysing existing marketing, sales and customer service processes before identifying the most appropriate technology platform.

Our services include:

Business process analysis and CRM requirements definition
CRM platform evaluation and vendor selection
Preparation of functional specifications and implementation roadmaps
Customer data structure and migration planning
Sales pipeline and workflow design
Marketing automation and customer journey design
Dashboard development and management reporting
Change management, user adoption and staff training
Post-implementation performance review and continuous improvement

Navigator works independently of software vendors, enabling us to recommend the most appropriate solution for each organisation. Whether implementing a new CRM platform or improving an existing system, our objective is to ensure that technology enhances customer relationships, improves operational efficiency and supports sustainable business growth.

Our CRM Approach

Our methodology combines financial analysis, customer intelligence and sales strategy to support better commercial decision-making. We help organisations:

Analyse sales, gross margins and net profitability by customer
Understand customer purchasing patterns and buying behaviour
Improve customer segmentation and targeting
Optimise pricing, service levels and commercial policies
Design customer retention and loyalty programmes
Strengthen sales processes and account management
Implement CRM systems and performance dashboards
Align marketing, sales and customer service around common customer objectives

The result is a more profitable customer portfolio, stronger customer relationships and marketing and sales activities that are guided by evidence rather than intuition.