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Raybec Case

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  • 1. MD Management: Relationship Program Customer Value. Right. Now.
  • 2. Best Practice: Relationship Strategies Customer Experience Create Customer Value Sales Marketing & Activity Marketing & Support Support Feedback Management Technology Plan – Execute - Manage - Learn Customer Value. Right. Now.
  • 3. Advisor and Corporate Planning Process Total Company Plan New Customer Plan + Business Plan = Total Plan Plan Tracking Work Load Marketing Hot Topics Sales Support Sales Rep #1 Sales Rep #2 Sales Rep #3 Sales Rep ‘n’ Sales Representative #1 New Customer Plan + Business Plan = Total Plan Plan Tracking Work Load Marketing Hot Topics Sales Support Customer Value. Right. Now.
  • 4. Relationship Prospect Program Plan ROI Customer Value. Right. Now.
  • 5. Best Practice: Relationship Strategies Customer Experience Create Customer Value Sales Marketing & Activity Marketing & Support Support Feedback Management Technology Plan – Execute - Manage - Learn Customer Value. Right. Now.
  • 6. Prospect Program: Pre-call Marketing • Marketing pieces are timed to go out 8 days prior to planned calls • Key Messages vary by segment • Personalized from rep • Drives calls, request for information and key contact data Customer Value. Right. Now.
  • 7. Quarterly Blueprint Email Program Customer Value. Right. Now.
  • 8. Targeted Relationship Program Landing Page
  • 9. Landing Page Strategy Map Customer Value. Right. Now.
  • 10. Reps Can Edit Each Program and Plan Who They Will Call Bulk Assignment Select Customers Edit Status Program Summary Call Dates Customer Value. Right. Now.
  • 11. Best Practice: Relationship Strategies Customer Experience Create Customer Value Sales Marketing & Activity Marketing & Support Support Feedback Management Technology Plan – Execute - Manage - Learn Customer Value. Right. Now.
  • 12. Automated Fulfillment to Info Requests Customer Value. Right. Now.
  • 13. Best Practice: Relationship Strategies Customer Experience Create Customer Value Sales Marketing & Activity Marketing & Support Support Feedback Management Technology Plan – Execute - Manage - Learn Customer Value. Right. Now.
  • 14. Sales Support Scripts Messages Sales Tools Talking Points Objections Customer Value. Right. Now.
  • 15. Key Relationship Data Preferences Needs and Interests Competitive Relationships Objections Customer Value. Right. Now.
  • 16. Best Practice: Relationship Strategies Customer Experience Create Customer Value Sales Marketing & Activity Marketing & Support Support Feedback Management Technology Plan – Execute - Manage - Learn Customer Value. Right. Now.
  • 17. MD Fuse Marketing – Email Selections Customer Value. Right. Now.
  • 18. Best Practice: Relationship Strategies Customer Experience Create Customer Value Sales Marketing & Activity Marketing & Support Support Feedback Management Technology Plan – Execute - Manage - Learn Customer Value. Right. Now.
  • 19. Reps Activities are Updated with Call Requests Customer Value. Right. Now.
  • 20. Sales Activity Management Customize Report Filters Review Key Metrics Customer Value. Right. Now.
  • 21. The Shift: From Sales Coaching to Management Feedback Sales Activity Strategy & Analysis Sales Management Sales Desired State Performance Sales Activity Effectiveness Sales Review Management Management Training Sales Sales data & key Calls, meetings, effectiveness Current State success metrics proposals, sales data, Coaching activities Customer Value. Right. Now.
  • 22. Best Practice: Relationship Strategies Customer Experience Create Customer Value Sales Marketing & Activity Marketing & Support Support Feedback Management Technology Plan – Execute - Manage - Learn Customer Value. Right. Now.
  • 23. Test, Learn & Roll-Out Strategy Learning Test 1 Roll-Out 1 Learning Test 2 Roll-Out 2 Learning Test ‘n’ Roll-Out ‘n’ List Testing Sample Low High Response of 5.0% 5,000 4.40% 5.60% Response of 5.0% 10,000 4.57% 5.43% Response of 5.0% 20,000 4.70% 5.30% Response of 5.0% 40,000 4.79% 5.21% Response of 10.0% 5,000 9.17% 10.83% Response of 10.0% 10,000 9.41% 10.59% Response of 10.0% 20,000 9.58% 10.42% Response of 10.0% 40,000 9.71% 10.29% Response of 15.0% 5,000 14.01% 15.99% Response of 15.0% 10,000 14.30% 15.70% Response of 15.0% 20,000 14.51% 15.49% Response of 15.0% 40,000 14.65% 15.35% Customer Value. Right. Now.
  • 24. Results  Results are statistically Overall Conversion valid with a confidence Relationship Prospect y% Program interval of 95% Control Group x%  Test and control groups were tracked Incremental Lift 159% for over 48 months Customer Value. Right. Now.