Customer Centricity

For Superb

Customer Journeys


Encompass Marketing Solutions

Company Overview

Manama, 2021



Exceed Your Customer’s Expectations Endlessly!


Why is continuous Brand Journey enhancement more important than ever before?


On a daily basis, your brand image is affected by customer interactions, other brand journeys, and social media reviews.

In today’s world of well-informed customers, your brand image is much more exposed than ever before and a disappointed customer is five times more receptive to alternatives than a loyal one.

Each positive customer experience cements the foundation of a strong brand image, leading towards customer retention and loyalty. Because today’s experience sets tomorrow’s expectations, you need to improve your customer’s brand experience every single day.

How do you do this? By ensuring that the whole organization, business processes, and systems are designed -and run in accordance with strong Customer Centricity principles.



The Customer Centricity Principle


The Customer Journey… At the Center of your Activities


Customer Centricity as an inseparable part of your organization's DNA.

Three decades of global change management taught us that an organization’s ability to optimize the alignment between its Business Activities and Customer Journeys is the key factor of sustainable profitability.

Orchestration of the 8 drivers of success along the Customer Journey is the key to successful Customer Centricity.
Model: "Eight Drivers of Customer Centricity Success" by eMs

Customer-Centric organizations are well-positioned for:

  • Improved identification and lock-in of new customer segments due to better customer insight...

  • Long-term sustainability resulting from higher customer satisfaction, loyalty, and brand advocacy...

  • Reduced vulnerability to market fluctuations and changing behavior...

  • Up to 60% higher profits than peers due to overall better performance.



Our Approach


To provide you with an optimal value added, we review your business challenge from a 360° perspective.


The starting point of our approach is always to understand your needs, challenges, and ambitions. Regardless of whether the subject concerns strategy development, branding, e-commerce, or user interface enhancements.

  • We like to hear your story. In order to obtain a sound picture of the challenges you are facing, we will use our semi-structured interview methodology.

  • When required, we will propose to conduct firstly a structured internal/external situation assessment and give our initial reflections.

  • Upon reaching a mutual understanding of your situation and your goals, we will articulate short -and long-term options for your consideration.

  • Once you have agreed on an articulated scope, we will draft one or multiple program outlines containing objectives, strategies, deliverables, quality metrics, budget, and time frames.

  • At each stage, you will remain in the position to choose the direction of which you think is best for your organization.



Our Value Proposition



We are primarily a ‘business performance booster!’


We bring over 30 years of multi-sector B2C and B2B top -and bottom line senior leadership experience. The main commonality of our achievements has always been a technology-enhanced and information-driven marketing philosophy.

Our achievements include strategic turnarounds, Customer Centricity roadmaps, new service concepts, and customer journey design implementations; but also repositioning of major brands and loyalty program design are part of our portfolio.

In case of an operational requirement, we will propose pragmatic actions. At the same time, we will be proposing more fundamental options for your consideration.

Our philosophy is to address each situation with the conviction that our solution is adding value to your overall goals.

Regardless of the business process or the root cause, our value-added is embedded in our ability to holistically, but timely assess your situation and to propose a tailored, cost-effective solution.



Our Solutions Portfolio



Solutions designed to boost your Results!


Our services encompass the complete spectrum of customer-centricity, from strategy development and service concepts, to business process re-engineering, omni-channel CRM, digital marketing, e-commerce, and loyalty management.

We also provide operational, hands-on support to reach prospective customers more effectively. Our support includes sublime customer insight, digital marketing (SEO, SEM, SMM, CR optimization), proposition development, multichannel CRM, web-store design, funnel management, content selection -and presentation.

The following overview gives you an idea of our expertise that our teams bring:

Strategic Planning

  • 360° situational review, including business portfolio assessment.

  • Strategic review facilitation.

  • Strategy Planning, incl. strategic initiatives and KRAs articulation.

  • Business planning, incl. objectives articulation, program development, functional resource planning, and operationalization.

  • Development of Balanced Scorecard & KPIs, incl. leading metrics.

Customer Centricity

  • Customer Centricity assessments and workshops.

  • Customer Lifecycle and Journey experience mapping.

  • Customer Journey effort score and satisfaction measurement.

  • Service Concept articulation, incl. identification of supplementary services, incl. service differentiators.

  • Service Positioning guide development.

  • Customer Centricity strategic roadmap articulation.

  • Customer touchpoint articulation (UX/UI) and implementation.

Omni-channel CRM

  • Customer interface process design.

  • Circle of contact design.

  • Customer segment service strategy articulation.

  • Customer interface design.

  • Alignment of customer touchpoints.

  • CRM system design.

Business Process Re-engineering

  • Value chain analysis and assessment of actual business processes up to hierarchy level six.

  • (Re)-design of all six process level hierarchies, incl. concept, operational processes, flow charts.

  • Establishment of standard operational procedures (SOP’s), key performance indicators (KPI’s), and service-level agreements (SLA’s).

  • System and platform architecture design.

Brand Management

  • Brand positioning benchmarking and brand perceptual mapping.

  • Brand positioning guide development.

  • Brand (portfolio) strategy articulation.

  • House style manual development.

  • Customer/brand touch point translation and implementation.

Marketing Strategy

  • Market research, incl. consumer research, competition benchmarks.

  • Internal and external assessment.

  • Segmentation and targeting.

  • Proposition development.

  • Customer-centric Product development.

  • Marketing strategy and mix-orchestration.

Digital Marketing

  • Identification and design of digital customer touchpoint interfaces.

  • User interface (UI) and user experience (UX), look & feel design, and copywriting, incl. engagements scripts.

  • Search engine marketing (SEM).

  • Social media marketing (SMM).

  • Search engine optimization (SEO).

E-commerce

  • Buying process analysis.

  • Buying decision-making process design.

  • Funnel design and management strategy.

  • Customer touch point proposition presentation.

  • Conversion Rate (CR) management and optimization.

Loyalty and Retention

  • Database assessment and data insight analysis.

  • Consumer (satisfaction) evaluation.

  • Lifetime value (LTV) determination.

  • Loyalty concept design.

  • Retention strategy articulation.

  • Program implementation and management.

Business Development

  • Market exploration and mapping.

  • Business situation assessment.

  • Risk/opportunity analysis.

  • Entry strategy development.

  • Program management.


About Encompass Marketing Solutions


Supporting our clients make significant and lasting improvements to their business performance.


We are a boutique consultancy firm supporting selective clients to make significant and lasting improvements to business performance and goals.

Due to our agility and lean setup, we are able to align ourselves with our client’s specific needs and to deliver superb value for money.

Our value added contribution varies from one-day strategy reflection sessions to customer-centricity workshops, and from business assessment projects, to complete CX/UX implementation projects, and interim management.

Encompass Marketing Solutions is a typical network firm, meaning that we are able to bring aboard independent specialists when their value is justified. Our agile organization enables us not only to select the right specialist for the job, but also maintains a low overhead allowing us to provide genuine value for money.

When third party services are required, we will either partner with your preferred suppliers, or bring our network partners.



Taco Nieuwenhuijsen


Founder & Managing Director Encompass Marketing Solutions


I am a reflective change leader, bringing over 30 years of top -and bottom-line global management experience in international dynamic markets.

The commonality of my multi-industry experience has always been a Customer-Centric philosophy driven by data-driven customer insight.

My credentials include the conception and successful implementation of a significant number of MNC disruptive global change programs, financial turnarounds, Internet startups, and differentiating customer propositions in passenger air travel, consumer e-commerce, and technology services.

I enjoy driving complex programs from a holistic contextual perspective, adding new business concepts, orchestrating functions while engaging stakeholders, aligning overlapping processes, and integrating technology solutions.

Please contact me directly for an open conversation to discover what I can do to enhance your performance and to reach your business goals: taco.nieuwenhuijsen@e-marketing-s.com