Customer Relationship Strategies for a New Business Model
Background: Investor Force, Inc is a financial software company that has been a pioneer in the development of advanced solutions for institutional investment consultants. Originally founded as an eCommerce marketplace during the dotcom boom, the firm began to experience slower growth after the Internet bubble began burst. Seeking to better understand their customer needs, usage habits and relationship preferences, they retained Chris Malone and his firm to help them accelerate growth.
The Solution: After undertaking a thorough review of the Investor Force business model and marketing strategy, customer relationship research was conducted with hundreds of institutional investment professionals. The data and our analysis revealed that while Investor Force had generated solid awareness and trial usage, they had some significant trust and reliability issues that needed to be overcome. In addition, certain key product features were not viewed to be very compelling, suggesting that some significant product redesign opportunities. Click here to read more…
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