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Key Performance Indicators - Marketing Project HTW & Xerox
 

Key Performance Indicators - Marketing Project HTW & Xerox

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Key Performance Indicators - Marketing Project HTW & Xerox. Michael Gross, Kasey Navita Phifer, Alina Sachapow, Nadja Scheibler, Regine Bullon

Key Performance Indicators - Marketing Project HTW & Xerox. Michael Gross, Kasey Navita Phifer, Alina Sachapow, Nadja Scheibler, Regine Bullon

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  • MICHA Add HTW logo 23.01.12
  • MICHA 23.01.12
  • MICHA successful performance ensured by specific KPIs developed for a service company 23.01.12
  • MICHA successful performance ensured by specific KPIs developed for a service company 23.01.12
  • MICHA 23.01.12
  • MICHA 23.01.12
  • MICHA 23.01.12
  • MICHA successful performance ensured by specific KPIs developed for a service company 23.01.12
  • MICHA 23.01.12
  • MICHA successful performance ensured by specific KPIs developed for a service company 23.01.12
  • MICHA 23.01.12
  • MICHA successful performance ensured by specific KPIs developed for a service company 23.01.12
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  • Regine Source, readable 23.01.12
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  • Regine überleitung nadja successful performance ensured by specific KPIs developed for a service company 23.01.12
  • NADJA erste slide 23.01.12
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  • NADJA Use logo from xerox 23.01.12
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  • MICHA 23.01.12
  • 23.01.12

Key Performance Indicators - Marketing Project HTW & Xerox Key Performance Indicators - Marketing Project HTW & Xerox Presentation Transcript

  • Relevant Marketing Key Performance Indicators (KPIs) in Different Industries; Xerox diversifying into the service division Regine Bullon, Michael Gross, K. Navita Phifer, Alina Sachapow, Nadja Scheibler contact: www.knavita.com 23.01.12 Student project in collaboration with Xerox for the B.A. International Business program HTW (University of Applied Sciences) Berlin
  • Aim of the project
    • Xerox does not need to analyze or improve its current business
    • Rather, Xerox should diversify in order to stay competitive in today ‘ s changing market
    • Pointing out three important industries for Xerox
    • Diversify the business model of Xerox to specialize in personalized white space marketing
    • The focus is on an additional service offered to their clients
    • Service can be measured through key performance indicators
    23.01.12 2
  • Overview: HTW & Xerox marketing project focusing on key performance indicators
    • Fundamentals of key performance indicators (KPIs)
    • Explanation of most important KPI s used in the following industries:
      • Insurance industry
      • Airline industry
      • Telecommunication industry
    • Xerox, a new division concentrating on services
    23.01.12 3
  • Overview: HTW & Xerox marketing project focusing on key performance indicators
    • Fundamentals of key performance indicators (KPIs)
    • Explanation of most important KPI s as used in the following industries:
      • Insurance industry
      • Airline industry
      • Telecommunication industry
    • Xerox, a new division concentrating on services
    23.01.12 4
  • I. KPIs are a tool to measure performance
    • Definition: A key performanceiIndicator (KPI) is commonly used by an organization to evaluate its success in reaching strategic goals by measuring processes and performance toward a set goal or comparing actual against past performance. (AP Institute)
    • Most data for KPIs can be found only through service, through direct questionnaires, studies, data analyzation or similar methods.
    23.01.12
    • There are literally thousands of KPIs and a formula for each; Some examples
    23.01.12 Customer Acquisition Rate & Cost Customer Churn Rate Customer Satisfaction Index Brand Awareness Level Customer Lifetime Value Conversion Rate Customer Significance Level Customer Acquisition Rate Customer Complaint Ratio Customer Acquisition Cost
    • The focus is on the most important key performance indicators in 3 industries
    • Insurance industry
    • Airline industry
    • Telecommunication industry
    23.01.12
  • Overview: HTW & Xerox marketing project focusing on key performace indicators
    • Fundamentals of key performance indicators (KPIs)
    • Explanation of most important KPI s as used in the following industries:
      • Insurance industry
      • Airline industry
      • Telecommunication industry
    • Xerox, a new division concentrating on services
    23.01.12
    • Three example KPIs for insurance companies
    • Number of policy sales These numbers are compared against the previous quarter(s) and against the forecasted amounts or target number
    • Number of years the clients stays with the company In the insurance industry, this is measure through the customer retention formula:
    • Source: http://ezinearticles.com/?Identifying-the-Most-Common-Insurance-KPI&id=1240969
    23.01.12
    • Customer lapse ratio A lapse, or missed payment, can lead to undesirable incidents such as foreclosure The ratio is given as a percentage of the total policies sold
  • Overview: HTW & Xerox marketing project focusing on key performace indicators
    • Fundamentals of key performance indicators (KPIs)
    • Explanation of most important KPI s as used in the following industries:
      • Insurance industry
      • Airline industry
      • Telecommunication industry
    • Xerox, a new division concentrating on services
    23.01.12
  • II. Three example KPIs for airline companies
    • Occupancy rate: Formula:
    • Realized price is the price paid for each seat sold per flight; This can be measured on average, median, mean, or difference between cheapest and most expensive seats sold
      • Formula:
    • Loyalty rate is the number of customers staying with the company Formula:
    23.01.12
  • Overview: HTW & Xerox marketing project focusing on key performace indicators
    • Fundamentals of key performance indicators (KPIs)
    • Explanation of most important KPI s as used in the following industries:
      • Insurance industry
      • Airline industry
      • Telecommunication industry
    • Xerox, a new division concentrating on services
    23.01.12
    • Three example KPIs for telecommunication companies
    • Average revenue per user shows the importance of a customer through revenue generated Formula:
    • Subscriber acquisition rate: Formula:
    • Average call time:
    • Shows the importance of a customer
    • Formula:
    13
    • There are difficulties when using KPIs to measure business performance
    • Measurement & data collection
    • Analyzing
    • Quantifiable performance measurement
    • Risk to lose quality when focusing quantity, numbers & data
    • No corrective action
    • Source:
    • http://www.ap-institute.com/Key%20Performance%20Indicators.html
    23.01.12
    • Summary of KPIs used in the industries connected to Xerox
    • Useful measurements even though large variety
    • Industries own measurements and different interpretations,
    • Analyzing data followed from actions of the company taken
    • Relevant industries for Xerox:
      • insurances , airlines and Telco
    • Example KPIs to be integrated in Xerox measurement
    • Service division as diversified business model of Xerox following
    23.01.12
  • Overview: HTW & Xerox marketing project focusing on key performace indicators
    • Fundamentals of key performance indicators (KPIs)
    • Explanation of most important KPI s as used in the following industries:
      • Insurance industry
      • Airline industry
      • Telecommunication industry
    • Xerox, a new division concentrating on services
    23.01.12
  • III. The current situation of Xerox
    • Well-respected company
    • One of the best printers and manufacturers worldwide
    • Challenge:
      • shrinking market
      • saturated market
    • Xerox should diversify its business portfolio
    • Focus on service
    • Consequently:
      • acting as a service platform
      • specializing in white space marketing
      • emphasizing on personalized content
    23.01.12
    • Xerox service platform offering personalized transpromo content
    • Developing a platform offering B2B services
    • Specialty: printed and digital personalized white space marketing (WSM)
    • Terms & definitions used:
    • These WSM „communications “ are called transpromo
    • Transpromo = trans actional print + sales promo tion
    23.01.12
    • Xerox provides the following services
    • Connects Providers and Users
    • Data management: receive, analyze and organize customer data provided by clients
    • Creation, design and printing of transpromo content
    • Response processing: organization and tracking of responses and evaluation of surveys
    • Creation of KPIs and analysis of the service provision
    23.01.12
    • Defining terms for Xerox ‘ new business; its partnerships and relations
    • Xerox has two different kinds
    • of clients (B2B):
    • Clients offering the space for transpromo on their documents are called “ Providers “
    • Clients who placing their transpromo on the documents of the Providers are called “ Users “
    23.01.12
    • Defining terms for Xerox ‘ business partnerships and relations
    • “ Customers “ receive the documents and see the transpromo content.
    • As we are acting on behalf of our clients, their customers become our B2C contacts
    • Transpromo content
    23.01.12
    • Business Model of Xerox service division
    23.01.12 B2B B2C Xerox Provider User Customer
    • Information flow for setting up transpromo content
    23.01.12 B2B B2C Provider Plus ++ User Air Berlin Xerox Customer Mr. Steinbach Information Information Mr. Steinbach calls Miami 3 times a week Advertisement for flights to Miami Receives transpromo content on his phone bill
    • Future outlook: the possible role of Facebook as example for social networks
    • Xerox develops apps for Facebook
    • different apps are created for different segments in order to reach as many customers as possible to gather their data, such as:
      • Birthday -tracking calendar
      • News
      • Games
      • Horoscopes
    • Data is received through the apps and is used to create personalized transpromos
    23.01.12
    • Information flow for setting up transpromo content
    23.01.12 B2B B2C Provider Plus ++ User Air Berlin Xerox Customer Mr. Steinbach Information Information Mr. Steinbach calls Miami 3 times a week Advertisement for flights to Miami Receives transpromo content on his phone bill Information Facebook App Information that aunt lives in Miami
    • At different points of the customer lifecycle Xerox uses KPIs to evaluate the success of its services
    23.01.12 Customer life cycle
      • Customer Response Rate: Is the reaction to transpromo WS marketing, for example: Formula:
      • Brand Awareness Level:
      • Of business clients ’ customers can be measured through surveys
        • Formula:
    23.01.12 Print Digital calling a certain telephone number clicking on the transpromo link Accessing a specific transpromo QR code Download Brochures/PDFs Using vouchers or coupon codes Accessing personalized website Find
      • Customer Acquisition Rate:
        • Formula:
      • Customer Acquisition Cost:
      • Formula:
    23.01.12 Find Consider
      • Customer Significance Level:
      • Shows dependence of the clients on their large customers
        • Formula:
      • Matching rate:
        • Number of Users matched to Providers
        • Formula Provider:
        • Formula User:
    23.01.12 Find Consider Purchase
      • Additional revenue for provider generated by selling WS
      • Effectiveness of the WS advert for the users:
        • measured by brand awareness or
        • measured by additional revenues
        • Formula: Revenues generated by transpromo - money spent for the service bought
      • Customer Satisfaction Index:
      • Customer Complaint Ratio:
      • How many customers complain relative to services delivered
        • Formula:
    23.01.12 Find Consider Purchase Develop
      • Re-purchase rate:
      • Formula:
      • Customer Churn Rate:
        • Determine the reasons for leaving (dissatisfaction, other company ’ s better promotion campaign, personal reasons)
        • Formula:
      • Customer Lifetime Value:
        • Value of a customer throughout their customer life cycle
      • Formula:
    23.01.12 Find Consider Purchase Develop Retain
    • Summary to set up the service division
    • Xerox sets up a new division connecting Providers and Users specializing in personalized transpromo
    • Data management and response processing is done by Xerox
    • Measuring and analyzing performance of:
      • service platform
      • company ’ s advantages gained
    • confusion and difficulties through key performance measurements
    • Xerox manages and prepares the data for the User and Provider it offers each company the adequate action
    23.01.12
    • The recipe for success:
    • ervice = Xer ox + Ser vice
    23.01.12
    • Importance of using Facebook to access new customers
    23.01.12 Source: Facebook.com
    • Keeping up with the competition moo specialized in printing business cards
    23.01.12 little icon connects to moo.com
    • Ordering business cards on moo.com
    23.01.12
    • Thinking out of the box ervice offers photoalbum printing
    23.01.12
    • Click on the icon connects to xervice.org
    23.01.12 Click to print
  • Referent · 23.01.12 xervice
  • Thank you. Referent · 23.01.12 von xx Seiten www.xervice.org