Progressive ‘Right Time, Right Touch’

My key takeaway from Day 1 of Pulse Everywhere 2020 was Fred Muller’s (@Citrix) revised segmentation approach. An approach away from the traditional three tiered High Touch, Medium/Low Touch, Tech Touch pyramid that we have all become familiar with over the last several years. Migrating to their Progressive ‘Right Time, Right Touch’ segmentation model.

Progressive 'Right Time, Right Touch'
Fig 1. Revised Segmentation Approach – Fred Muller (Citrix)

This approach resonated with me as I have sometimes found setting the right ‘touch level’ for a client based purely of revenue, challenging. Challenging for a number of reasons from certain clients needing a more tailored approach to others being on a low revenue but with huge potential. I think the concept that Citrix has presented opens a new way of approaching our customer life cycle’s. A customer life cycle with more focus on where the customer is in their journey, their milestones and their opportunities, rather than focusing on the communication medium bracket that they fall into. For example moving a customer to a bi-annually review call after on-boarding has been completed, leaving just tech touch in the interim.

Established ‘Edge to Edge Lifecycle’

Their Progressive ‘Right Time, Right Touch’ segmentation model, is part of their Edge to Edge Lifecycle. Their lifecycle is a typically traditional linear model with the exception of stressing ‘measurable exit criteria’. It is that ‘Measurable exit criteria’ that in part determines what the ‘Right Time’ and what the ‘Right Touch’ is.

Established 'Edge to Edge Lifecycle'
Fig 2. Established ‘Edge to Edge Lifecycle’

Certainly food for thought. Although I took on board a lot of new concepts from day 1 of Pulse Everywhere 2020, this has to be my key takeaway to go away and digest further.

All credit to Fred Muller @Citrix and Gainsight.

Finally, thanks for reading. I would love to get your thoughts. Please comment below or message me.

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