Enterprise Customer Decision Model Transformation & Outreach Operating Model Design

Situation

Business customers at the client were managed at the account level, resulting in fragmented outreach across multiple locations and product lines. Strategic initiatives often triggered duplicate communications to the same decision-makers, creating poor customer experience and limiting accurate forecasting. The organization lacked a unified customer-level operating model for outreach, planning, and reporting.

What I Led / Owned

• Redesigned the outreach operating model from account-level execution to a customer relationship–based decision framework, enabling single-touch engagement across complex business portfolios

• Identified and secured access to enterprise billing data to establish a reliable customer-level view not previously used outside finance

• Reworked segmentation, reporting, and forecasting approaches to support customer-level planning while maintaining location and product visibility

• Partnered with marketing and strategic initiative leadership to implement new templates, targeting logic, and governance practices

• Introduced dual-layer reporting (customer and account) to improve forecasting accuracy for outreach, truck rolls, and equipment transitions

Outcome

• Eliminated redundant outreach and improved customer experience across strategic initiatives

• Established a scalable customer-centric operating model adopted across future transformation programs

• Enabled more accurate forecasting by aligning planning to real customer relationships rather than isolated accounts

• Influenced broader organizational evolution toward CRM adoption for business customers