Net benefit by customer maturity

From the comments and data above, the graph in Figure 16.4 can be prepared. The graph takes into account the maturity of a company (in terms of the way it manages customers) and level of net benefit it is likely to achieve initially. It is an S curve, showing that companies moving from the third quartile to the first quartile have the most to gain from customer management. Top-performing companies (and there are not many of them as CMAT-Results show) can squeeze incremental advantage from customer management, but their main business growth areas are likely to lie elsewhere. They have a good return on a smaller investment.

Figure 16.4: QCi Maturity Model