Hansa Cequity launches Customer Marketing Maturity (CMM) framework

The Hansa Cequity Customer Marketing Maturity framework assesses the level of customer marketing maturity in organisations. This is measured across five functions: customer strategy, data environment, analytics capability, digital marketing and marketing technology.

The uniqueness of Hansa Cequity’s CMM Framework is that it enables a bench marking approach and allows companies to measure themselves against global standards in institutionalizing Customer Centricity within the enterprise.

In the recently concluded Customer Centricity World 2015, the concept of Customer Marketing Maturity generated a lot of interest and excitement in the participants. The CMM framework would provide for a ground reality of Customer Centricity as it exists within the organization and must provide a list of areas where the focus on meeting customer requirements needs to be improved.

S. Swaminathan, CEO Hansa Cequity said, “What we have observed is that, not only in India but globally, firms require help in benchmarking ‘customer experience transformation’ since everyone from the company is involved. Also, customer experience teams need tools, roadmap and methodologies to analyse large volumes of customer data that they have and map them to make processes more customer-centric.  CMM attempts to benchmark how companies are ready today to take this leap.”

“At Cequity we believe this is the age of the customer and ‘customer equity’ is now more important than ‘brand equity’. Cequity has now developed this new tool, CMM to help companies transform their cultures from product-centric to become more customer-centric,” says Ajay Kelkar, COO, Hansa Cequity.

The recently raised Rs. 30 crore from PE firm ASK Pravi was to fuel its next phase of growth which includes developing new products and platforms as well as global expansion into key markets where data-driven marketing is increasingly gaining attention of CMOs and CIOs. The launch of Hansa Cequity Customer Marketing Maturity Model is part of this strategy.

By 2017, CMOs are expected to invest more in marketing technology than CIOs. The size of the overall SMAC (Social, Mobile, Analytics and Cloud) industry globally will be close to $1 trillion by 2020. With unprecedented marketing and technology investments expected in this area over the next decade, companies are looking to understand and benchmark how to get the better returns on these investments.