Marketing services


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  • Understand what they have done in marketing / strategy
  • Integrate customer feelings and orientationA/B testing / conjoint analysis
  • Marketing services

    1. 1. Services marketing
    2. 2. What is that? 2
    3. 3. You 3
    4. 4. We 4
    5. 5. Objectives • Understand the importance of services marketing • Be customer oriented and focus • Build operational plans • Raise awareness on quantitative insights • Evaluate the required skills and levers to build profitable services strategies
    6. 6. Summary 1. What is services marketing 2. Investments 3. Funnel analysis 4. Marketing plan 5. Build Loyalty 6. Organization of the department 7. Call-center Management 8. Sales pitch 9. Database marketing and segmentation
    7. 7. What is services marketing ? -1-
    8. 8. The reference 8 Broché: 648 pages Editeur : Pearson Education; Édition : 7 (1 janvier 2010) Collection : Pearson Education Langue : Anglais ISBN-10: 0136118747 ISBN-13: 978-0136118749
    9. 9. The service-goods continuum • 64% of GDP is on services, 77% in France – Source: the World Factbook 2008 • Companies tend to increase service in their offer:
    10. 10. IBM / DELL / S&P500 DELL S&P500 HBR IBM Decade of Transformation
    11. 11. Few definitions… • Manufacturing – Order-taking – External – Transaction • Services marketing – Interactive – Internal – Relational / One-to-one • Direct marketing – Database marketing – Digital • Customer service / CRM Customer value 11
    12. 12. Marketing services and key success factors • THE STRENGTH OF THE BRAND – Intangibility: Services lack the tactile quality of goods – The customer buys the reputation for expertise and for expected performance. – Differentiation on the brand and management of positioning • THE RIGHT PRODUCT AT THE RIGHT TIME – Simultaneity/Perishability: A customer uses a service if time and place of production meets its expectations and needs. – Interaction: Marketing plan optimization, development of multi-channel distribution (website, branches, telemarketing, mailing, SMS, e-mailing, interactive answering service…) • PERSONALISATION – Variability / Heterogeneity: Service varies from one customer to another, from one employee to another, from one store to another… – Enhancing value: Management and supervision of customer relation (CRM): sales leaflets / POS / Scripts and personalised service through segmentation. • INNOVATION / SERVICES – Differentiation: innovation quickly copied – Innovation: stimulation by continuous R&D to offer innovative products and services (web customer services / Interactive answering service, new devices) 1222Thefourservicemarketingmyths..22
    13. 13. The 7P’s • Importance to integrate new concepts in order to generate intimacy… In a multichannel environment Permission PersuasionPersonalization Presence  Brand awareness & reputation  Importance to choose the right time of contact  Optimize the preferred distribution channel  Helpful and not too pushy, customer feels it’s a service  The customer makes a decision when he is ready  Importance to integrate behavioral information  Adaptable scripts  Active listening to propose the right offer at the right time.  We only use data that customers gave us permission on their chosen channel  It is a privilege to have a conversation with the customer. The contact is valuable and sacred. Mono-channel Price Product Promotion Place People Customer Service Physical Evidence Process 13
    14. 14. "I know half my advertising isn't working, I just don't know which half.” William Lever • Marketing is about maximizing performance of the investments $ REVENUE / $ INVESTMENT • The objective is to reduce the half… – Work with procurement and negotiate – Always challenge the allocations – Find new way to push your offer – Analyze the performance – Push high value products – Understand the full value chain
    15. 15. Investments - 2 -
    16. 16. Investments • Marketing Investments = Creative + Media Creative / Comm = Concept + Execution Media = Buying + Planning • List of media: OFF ON ATL Capex / mass-media Press, TV, Billboard, Radio, Cinema Display, E-pub, Social-Network, e-pub… BTL Current expenditure Mailing, Catalogs, Telemarketing, PR, sales promotions… SEM, Affiliation, Aggregators, e- mailing… Dunod Publicitor
    17. 17. Media communication 17
    18. 18. 31 billions € invested in 2011 (UDA) 18Chiffres_cles_des_annonceurs_2012
    19. 19. Contacts on push medias: CPM x Impact = wCPM To generate memorization, call-to-action on reply pulled channels Leading to responses : POS, call-center, e-mail, mobile or website Media Buying PLV Billboard Outdoor Internet, Banner News paper Radio TV Cinema CPM < 2€ Mass reach CPM between 2€ and 5€ CPM > 5€ Narrowed reach Magazines Direct Mail Telemarketing Source: JCDecaux – Comparatif C/000 contacts par pays et media
    20. 20. Online marketing + techniques : RTBM, retargeting, virtual agents, co-browsing… 20
    21. 21. ATL Media planning • GRP = Reach of the targeted audience (%) x Frequency (#) • GRP values are commonly used by media buyers to compare/plan the advertising strength between various media vehicles, period, format of communication. • Difficulty to evaluate the reach and to be precise about the audience… • The goal is to obtain the highest possible GRPs at the lowest possible cost, while remaining focused on the target market. • The cost per GRP allows to compare the efficiency of the investment on the targeted audience. • For press, selectivity of the media is used instead of Reach Media planning media_buy TV Media Planning
    22. 22. 22 The creative brief • FCB Grid •
    23. 23. • Promise • Proof / Evidence • Promotion • Main objectives • CONTEXT • OFFER • TONE • Problems to solve • Regulatory • Dispositif • Retro planning • Target / segments • Tone What is a creative brief… Chart, brand awareness, brand positioning… Creative Brief
    24. 24. 9 ways to improve your ad by DDB • Show your product as large as possible • Include the product name in the headline • Add in some “news” about your product • Never use negative words in headlines • Show people enjoying the product • Make the logo as big as possible • Add snazzy copy, bullets, and sales points • Always localize ads, eg. make it American 24
    25. 25. Do not interfere with the creative process per se 259_ways_to_improve_an_ad
    26. 26. Agency return and legal aspects • Check: proposal must respect the brief • Legal validation and regulation compliance is required • Legal has important impact on a communication. • One word sums up the relationship between "legal" and "marketing" NEGOTIATION • Sometimes we can not avoid the legal requirements • Best solution: apply the legal requirement with the biggest part of creativity COMMU- NICATION LEGALCREATIVIT Y CONSTRAINTS
    27. 27.  Conception: 1. Define the product to promote 2. Conception and integration in the marketing plan 3. Define a budget 4. Realize a brief  Prepress 1. OK to engrave (BAG) 2. Photoengraving 3. OK to press (BAT)  Press start 1. Printing & BAR 2. Routing 3. Shaping • Very processed to secure the investments What is execution… The mailing example 27Mailing descriptif technique
    28. 28. Printing • 2 types of printing – with plate – without plate to choose with plate depends on quality, quantity and cost 28
    29. 29. Providers consultation Suppliers list • According to the specificities of your need • Benchmark other subsidiaries • RFI (Request For Information) if necessary RFP preparation • Stakeholders identification for the RFP Committee • Tendering document approval • Selection criteria Issue of the RFP Request for proposal • Non Disclosure Agreement • Issue of the RFP including: • Evaluation grids • Answer sheet for standardized replies • Check lists • Contract template • Questions & Answers
    30. 30. Funnel Analysis - 3 -
    31. 31. The funnel dictatorship - AIDA The original AIDA sales funnel, from a 1949 pharmaceutical sales manual Awareness line
    32. 32. Funnel or Hourglass Satisfaction / Retention / Upsell / Evangelism
    33. 33. ATL - From GRP to sales Process RetentionFollow-up conversion 60,000 Issued forms 22,000 Received forms 20,000 contracts 100,000 Calls 100 million Views 60% issued 36% received 90% contractualized 0,1% Calls Communication & media planning efficiency Sales efficiency Mix of one-step and 2-step subscription process 50% one-step and 50% 2-step 500 GRP/month 1st month then 200-300 GRP/month During 6 months mini PROCESS • Talk to the audience • Generate awareness • Grow interest • Increase desire • Push to action CUSTOMERS 33
    34. 34. BTL – From lead to customer Improve the conversion ratios at every steps of the funnel : Lead Prospect Contact Customer Campaign design, conception and implementation Campaign analysis View > Read/Listen > Desire > Contact > Request Receive > Realize > Collect > Retain View the message Pay attention to the content Respond 34
    35. 35. The emailing funnel 35benchmark_court Digital-Marketer-2012
    36. 36. Marketing plan - 4 -
    37. 37. What customer impact 37 From shouting to trust…
    38. 38. Endless headlong… 38
    39. 39. Databases and Flows Cost of acquisition: CAImage / Brand awareness / Promotion Customers / Ex-customers Split per segments Profit Service / Management / Data-mining Partner / white label database Transformation campaigns Customer marketing Loyalty Prospect database Acquisition marketing 39
    40. 40. Web analytics ONLINE SEM Ad Serving Affiliate Social Media Email Data WebHouse Data flows & Multichannel approach OFFLINE Decisioning & Personalization Web-CentricCustomer Centric 40 Personalized Email Real-Time Targeting
    41. 41. Test and learn •Be pragmatic, simple and efficient •Launch initiatives •Don’t focus on the problems you may not have NOW NEW NEXT Investment Split
    42. 42. TEST AND LEARN • In order to learn, you have to take risks, you have to be patient… • You will learn… over time 42
    43. 43. • Split the marketing plan execution from the testing process • Building a test can be long and subject to vary in term of retro- planning. It will now be disconnected from standard. Test/Roll-out process Workflow Targeting Execution Sending Reporting Standard campaign : semi-automatization, KPI and trackers Campaign determined in the marketing plan Campaign manager 1 Test preparation Execution Targeting Test analysis Test campaign : prepared separately with dedicated analysis C.M.2 43
    44. 44. PMU • Les produits en ligne du PMU ont bénéficié d’un haut niveau de ‘cross selling’ avec plus du tiers des nouveaux clients ‘paris sportifs’ ou ‘poker’ pariant également sur les courses hippiques, dont la croissance des enjeux en ligne est de 20% sur l’année. 44
    45. 45. Build Loyalty -5- 45
    46. 46. Mc Donald loyalty & repeat sales
    47. 47. Four C’s of Customer Loyalty aptive, onvenience- seeker ontented and ommitted. • It is argued that “the model proposed in the paper differentiates between those customers that are inertial in attitude and behavior, and those that have a positive orientation” 47
    48. 48. Focus on customer experience 48
    49. 49. #UXorientation 49 A/B testing Conjoint analysis
    50. 50. What Drives Customers to Switch Away from a Service Firm? 50
    51. 51. Organization of the department - 6 -
    52. 52. The segment-centric marketing organization 1. Every time you break out a new segment, you have to dedicate resources to it. 2. The more specific a segment is, the more specific your marketing to it can be — and, accordingly, the better you’ll perform within it.
    53. 53. “Tiger teams” for audience segments 53 The benefits of this segment team approach include: • more focus for messaging and engagement with customers • more continuity for customers, since all their touchpoints with the company — search, social, email, web — maintain that targeted perspective in harmony • more agility as the team managing the segment is small and has end-to- end control over their strategy and production — minimal coordination overhead • more experimentation as segment teams are encouraged to tailor ideas to their audience and can take risks that are relatively small in scale • more learning for segment team members, who get visibility to the entire lifecycle of customer marketing from day one, constantly innovating at each point
    54. 54. Call Center Management - 7 -
    55. 55. The 4 pillars for telesales efficiency Reduce Costs Improve Productivity Ensure Satisfaction Mitigate Risks You need to balance those elements that may be contradictory between themselves 1. Use standardized reports to assess the performance 2. Work on technology (dialer, IVR, …) 3. Implement lean and quality programs for continuous improvement 1. Choose your model and structure the floor 2. Adapt the size of your teams with activity 3. Structure the activity and the floor 4. Run tenders regularly with procurement teams 1. Document and adapt your processes to your risks 2. Focus on compliance and legal constraints 3. Standardize your scripts and check your sales to make sure you treat the customer fairly (TCF) Work on employee and customer satisfaction 1. Develop leadership skills of your supervisors 2. Have strong training methods and programs 3. Make your staff happy 55
    56. 56. Topics For Staff For Customers Why is their first impression key? What are they going to say? How long will they stay? More than the salary, providing a career path, developing specific reward programs with strong learning curve and mentoring tools will have an important impact on your turnover More than the price, the quality of the relationship, the advice and the responsiveness is a key element to retain your customers Have an employee referral program and use it as a KPI for employee satisfaction Implement net promoter score to measure the impact of your initiatives Pay attention to materials, welcome process, logistics, headset, office & desk configuration… Your telemarketing staff is your customer first impression. If they are happy, they will exceed customer expectation and provide wow effects Happy staff = Happy Customers 56
    57. 57. Architecture of a script - High personalization in the introduction phase depending on customer profile, segment and history - Strong personalization of the offer + sales argumentation after discovering then understanding customer needs and buying levers. Introduction Discovery Argumentation Wrap-up Take Leave Introduction Segment A Introduction Segment B Introduction Segment C Discovery Main Q/A Discovery Q/A 2 Discovery Q/A 1 Argumentation OFFER X X defined upon Segment And Discovery Objection handling PERSONALIZED Upon Segment And Discovery Take-Leave Standard compliant with Brand spirit Wrap-Up Positive Process 1 Take-Leave Negative Process 2 Offer library
    58. 58. The funnel of the successful sales pitch 1. Identify Introduce yourself & company without taking a breath before your next sentence 2. Get attention & interest Use an informative statement that combines attention and interest 3. Engage the customer Using informative information & asking some questions blending in a trial close or two. 4.Create desire Position yourself more as a consultant than a solicitor 5.Convince The OK flows easily with your conviction for the sales call Ex (2):Our Company is conducting water testing in your area this month and I'm calling to schedule a convenient time for this 5-minute test to see if your water results are similar to the other homes tested in your area." Ex(3): Client -"Is the water safe to drink?" Phone salesperson - "It has tested within safe limits, but many contaminants were found. (Trial Close) If you would like, I will send out our free report on our findings about contaminants found in your area so far. We will also test your water supply to see how it compares." Build the desire to a point where conviction is received. Ex (4) : "On Tuesday and Wednesday afternoon our rep. will be testing on your street between 5 and 6 PM. We wanted you to know if you hear a knock at your door that it’s not a salesman, it’s just us." Initiate contact • Get their attention • Create relationship, empathy Gather information • Probe • Questioning • Detect needs, fears and worries • Anchoring with intonation Argumentation • Main products features and benefits • Value statements • Presenting back and story-telling • Inoculate against objections • Raise alternative offers Close • Summarize • Get formal agreement
    59. 59. Cheat sheet – Objection handling  View objections as an opportunity to strengthen your sale  Welcome, acknowledge, and resolve them.  Be careful that your tone remains calm and not defensive  Ask questions to get clarity and help you progress the sale.  Know your product and your competition  Always agree and then outweigh. Objection Question It’s more than I expected to pay If you can give me an idea of how much you were looking to pay then we can see what we can do for that price. What price did you have in mind? I need to think about it Of course. Have I provided you all the information in order to make your decision? What would help you to make your decision if you would have more time? Our discount can be offered only today, when would you like me to call you back? It sounds very complicated Which bit is complicated? Where can I explain things more clearly? I’m really not sure I need all that... From what I’ve described which aspects would you say were the “must haves”? It’s not quite what I wanted What have I missed? I’m just not sure... I want you to be sure what do you need to hear from me to be comfortable to buy today? Have you understood all the benefits? Are those benefits interesting for you? I need to discuss it with my partner Is there a time I could ring and talk to you both? I’m going to have a look around and might come back to you What can I do now to help you make an informed decision? It is too expensive Out framing is also a great tactic: simply ask a question for further clarification and offer 2 alternatives. For example, hit them with “are you concerned with the value of the product or your current resources for funding?” Their answer will allow you to reposture if necessary.
    60. 60. Communication efficiency • It has been proven that 70% of communication between people is non-verbal. This limits you to the tools of 'voice and brain' to make the sale or appointment. • Staying positive is a prerequisite for cold calling telesales. The most successful sales phone scripts are influenced by a positive attitude. When people hear fear, anger or just plain boredom they react with objections. On the other hand, it’s hard to shut down an enthusiastic positive telemarketer. Non-verbal 70% Tone 20% Words, Brain 10%The voice is driving energy, it reveals the state of mind and the enthusiasm. Use intonation to keep the customer interest and illustrate the words: question  tone-up, command  tone-down, statement  tone flat The flow is used to reassure and make sure you are understood. The articulation is proving insurance. SPEAK
    61. 61. Data Management and tracking the revenues - 9 -
    62. 62. Scopes 1. Research – Conjoint analysis – Market study 2. Surveys and enquiries – Qualitative : focus groups, customer sastisfaction (NPS: Net promoter scores) – Quantitative 3. Database and mining 63Reibstein
    63. 63. Brand awareness • – Notoriété assistée – Prompted awareness : reconnaissance d’une marque à partir d’une liste proposée aux personnes interrogées. • – Notoriété spontanée – Spontaneous awareness : citation d’une marque à l’évocation de la catégorie de produits (ou du secteur d’activité). • – Notoriété Top of mind – Top of mind awareness : notoriété spontanée de premier rang. Se mesure par le pourcentage de personnes qui citent spontanément une marque, en première réponse. 64
    64. 64. Post-campaign analysis • Scoring and mining: With customer data and information collected in the selection file, analysis will be run in order to build a score. Socio-demographics information, data tags and behavioral information will be used. • Segmentation: on the longer run a segmentation of the customer database will be created in order to identity the next best offer stream and communication styles. Gain chart 50% 80% 50% of the population represents 80% of the respondents
    65. 65. RFM Segmentation • RFM is a method used for analyzing customer behavior and defining market segments. It is commonly used in database marketing and direct marketing. If you don’t have RFM, it is meaningless to consider any other kind of model. Multidimensional testing Frequen cy 1 Frequen cy 2 Frequenc y 3 Frequenc y 4 Recency 1 Recency 2 Recency 3 Recency 4 Monetary1 Monetary 2 Monetary 3 Monetary 4 Response Rate computation for optimal modelization The combination of each criteria gives the score of each cell – you need to determine the cut-off for profitability Recency - How recently did the customer purchase? Frequency - How often do they purchase? Monetary Value - How much do they spend?
    66. 66. Aggregated Customer View Datamart Data Warehouse Databases Repository Data Management flows 67 Data Sources Data Management DISTRIBUTION (i.e. sales and services information)  Sales & Contacts History  Data about Prospects  Data about Customers EXTERNAL DATA (i.e. Partners’ database)  Demographics  Financials / Transactions  Contact History  Do not contact list  Survey / Questionnaire  Prior campaigns results  Phone, e-mail, … INTERNAL MANAGEMENT SYSTEM  Contracts  Demographics  Behaviors  Risks history  Survey / Questionnaire  Phone, e-mail, … Segmentation Scoring Data Mining Data Analytics / BI software Leads Generation ETL software Extract-Transform-Load Reporting Reporting Software Sales Touch Points Integrate tracking codes on all communication for all touch points
    67. 67. Marketing + Technology = Expertise 68
    68. 68. For more • Salon du marketing direct : www.mdirect- » Salon du VAD Lille » • Marketing Direct magazine 69