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Customer Marketing in
        a Challenging Economy


Hipkin’s Hip Shots         © JHipkin 2009
                     1
Customers are
                     very important!


Hipkin’s Hip Shots                     © JHipkin 2009
               ...
Advocacy
                                   Price
      Value



                                   X-Sell
               ...
Advocacy
                                            Price
      Value



                                            X-Se...
Advocacy
                                            Price
      Value



                                            X-Se...
Advocacy
                                            Price
      Value



                                            X-Se...
Advocacy
                                            Price
      Value



                                            X-Se...
Advocacy
                                            Price
      Value



                                            X-Se...
Advocacy
                                            Price
      Value



                                            X-Se...
Advocacy
                                            Price
      Value



                                            X-Se...
Telco Case




Hipkin’s Hip Shots                © JHipkin 2009
                         4
Telco Case
          • Best Customers




Hipkin’s Hip Shots                © JHipkin 2009
                             4
Telco Case
          • Best Customers
          • Created value




Hipkin’s Hip Shots                © JHipkin 2009
     ...
Telco Case
          • Best Customers
          • Created value
          • Relationship Marketing and Sales




Hipkin’s ...
Telco Case
          • Best Customers
          • Created value
          • Relationship Marketing and Sales
          • 2...
It’s a Strategy


Hipkin’s Hip Shots                     © JHipkin 2009
                            5
Where to Focus?


Hipkin’s Hip Shots                     © JHipkin 2009
                            6
Where to Focus
          • RM Principles
          • Best Customers
          • Customer’s View
          • Strategies & T...
Relationship Marketing
                Principles


Hipkin’s Hip Shots           © JHipkin 2009
                     8
Attract the right
                     customers for the
                       right reasons

Hipkin’s Hip Shots         ...
The most crucial time
             is the beginning


Hipkin’s Hip Shots             © JHipkin 2009
                     10
In established
       relationships continually
        reinforce the decision
                 to buy

Hipkin’s Hip Shots...
Good customers
         expect to be rewarded


Hipkin’s Hip Shots          © JHipkin 2009
                     12
The second most
       crucial time is when the
         relationship is at risk

Hipkin’s Hip Shots            © JHipkin ...
RM Principles
                 • Attract the right customers for the
                   right reasons
                 • T...
Best Customers


Hipkin’s Hip Shots                    © JHipkin 2009
                           15
Heavy Users
        Drive a disproportionate
        share of category volume




Hipkin’s Hip Shots                      ...
Brand/Product Purchasers

                                                       Light          Medium           Heavy
   ...
Customer’s View


Hipkin’s Hip Shots                     © JHipkin 2009
                            18
Customers
         know their
           worth
          And what your product
                is worth

      And what yo...
Commercial
       relationship
           Customers expect to
           trade value for value




Hipkin’s Hip Shots     ...
Channel is
          important
                Customers have
               their preferences




Hipkin’s Hip Shots     ...
Interest




Hipkin’s Hip Shots              © JHipkin 2009
                        22
Strategies and Tactics


Hipkin’s Hip Shots                © JHipkin 2009
                       23
Total Category
                                                             Volume

      It’s the heavy                  ...
Two Comm. Streams
                Relationship Building
                      Life Cycle Driven: Support Brand, Positionin...
CM Tactics
                      Prospecting   Consideration              Connection   Loyalty

      Value Segment




  ...
CM Tactics
                      Prospecting   Consideration               Connection   Loyalty

      Value Segment     $...
Creating and Nurturing
           the Relationship


Hipkin’s Hip Shots          © JHipkin 2009
                     28
Create value
        From the customer’s POV

               Don’t bribe them

                     RM Principles



Hipki...
Voice is
           important
           Talk to them like they
                 know you

                Because they do...
CM Strategy




Hipkin’s Hip Shots                 © JHipkin 2009
                          31
CM Strategy

                      Campaign Management / Analytics




Hipkin’s Hip Shots                                 ...
CM Strategy
              Acquisition
                     Prospect
                     Marketing



                    ...
CM Strategy
              Acquisition             Relationship Building

                     Prospect            Welcome ...
CM Strategy
              Acquisition             Relationship Building

                     Prospect            Welcome ...
5 CM priorities




Hipkin’s Hip Shots              © JHipkin 2009
                           32
5 CM priorities
    • Right customer




Hipkin’s Hip Shots              © JHipkin 2009
                           32
5 CM priorities
    • Right customer

    • Right message




Hipkin’s Hip Shots              © JHipkin 2009
             ...
5 CM priorities
    • Right customer

    • Right message

    • Right time




Hipkin’s Hip Shots              © JHipkin ...
5 CM priorities
    • Right customer

    • Right message

    • Right time

    • Right channel




Hipkin’s Hip Shots   ...
5 CM priorities
    • Right customer

    • Right message

    • Right time

    • Right channel

    • Right voice




Hi...
Hipkin’s Hip Shots        © JHipkin 2009
                     33
James Hipkin
                      Hipkin’s Hip Shots
                     jhipkin@gmail.com
                        415-5...
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Customer Marketing in a Challenging Economy

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Customer marketing is a great source of revenue at any time but it is especially important in a challenging economy. This presentation looks at five priorities that are key to a successful customer relationship marketing program.

Published in: Business, Technology
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Customer Marketing in a Challenging Economy

  1. 1. Customer Marketing in a Challenging Economy Hipkin’s Hip Shots © JHipkin 2009 1
  2. 2. Customers are very important! Hipkin’s Hip Shots © JHipkin 2009 2
  3. 3. Advocacy Price Value X-Sell Service Base Time Profit Fan Hipkin’s Hip Shots © JHipkin 2009 3
  4. 4. Advocacy Price Value X-Sell Service Base 1 2 3 Time 4 5 6 Profit Fan Hipkin’s Hip Shots © JHipkin 2009 3
  5. 5. Advocacy Price Value X-Sell Service Base 1 2 3 Time 4 5 6 Profit Fan Hipkin’s Hip Shots © JHipkin 2009 3
  6. 6. Advocacy Price Value X-Sell Service Base 1 2 3 Time 4 5 6 Profit Fan Hipkin’s Hip Shots © JHipkin 2009 3
  7. 7. Advocacy Price Value X-Sell Service Base 1 2 3 Time 4 5 6 Profit Fan Hipkin’s Hip Shots © JHipkin 2009 3
  8. 8. Advocacy Price Value X-Sell Service Base 1 2 3 Time 4 5 6 Profit Fan Hipkin’s Hip Shots © JHipkin 2009 3
  9. 9. Advocacy Price Value X-Sell Service Base 1 2 3 Time 4 5 6 Profit Fan Hipkin’s Hip Shots © JHipkin 2009 3
  10. 10. Advocacy Price Value X-Sell Service Base 1 2 3 Time 4 5 6 Profit Fan Hipkin’s Hip Shots © JHipkin 2009 3
  11. 11. Telco Case Hipkin’s Hip Shots © JHipkin 2009 4
  12. 12. Telco Case • Best Customers Hipkin’s Hip Shots © JHipkin 2009 4
  13. 13. Telco Case • Best Customers • Created value Hipkin’s Hip Shots © JHipkin 2009 4
  14. 14. Telco Case • Best Customers • Created value • Relationship Marketing and Sales Hipkin’s Hip Shots © JHipkin 2009 4
  15. 15. Telco Case • Best Customers • Created value • Relationship Marketing and Sales • 20% revenue growth for 4 years Hipkin’s Hip Shots © JHipkin 2009 4
  16. 16. It’s a Strategy Hipkin’s Hip Shots © JHipkin 2009 5
  17. 17. Where to Focus? Hipkin’s Hip Shots © JHipkin 2009 6
  18. 18. Where to Focus • RM Principles • Best Customers • Customer’s View • Strategies & Tactics • Creating & Nurturing Relationships Hipkin’s Hip Shots © JHipkin 2009 7
  19. 19. Relationship Marketing Principles Hipkin’s Hip Shots © JHipkin 2009 8
  20. 20. Attract the right customers for the right reasons Hipkin’s Hip Shots © JHipkin 2009 9
  21. 21. The most crucial time is the beginning Hipkin’s Hip Shots © JHipkin 2009 10
  22. 22. In established relationships continually reinforce the decision to buy Hipkin’s Hip Shots © JHipkin 2009 11
  23. 23. Good customers expect to be rewarded Hipkin’s Hip Shots © JHipkin 2009 12
  24. 24. The second most crucial time is when the relationship is at risk Hipkin’s Hip Shots © JHipkin 2009 13
  25. 25. RM Principles • Attract the right customers for the right reasons • The most crucial time is the beginning • In established relationships continually reinforce the decision to buy • Good customers expect to be rewarded • The second most crucial time is when the relationship is at risk Hipkin’s Hip Shots © JHipkin 2009 14
  26. 26. Best Customers Hipkin’s Hip Shots © JHipkin 2009 15
  27. 27. Heavy Users Drive a disproportionate share of category volume Hipkin’s Hip Shots © JHipkin 2009 16
  28. 28. Brand/Product Purchasers Light Medium Heavy Category Purchasers Low numbers here A high number Heavy identify real growth here needs opportunities protection A high number Medium here is a healthy sign A high number Light here is the booby prize Share of Requirements Hipkin’s Hip Shots © JHipkin 2009 17
  29. 29. Customer’s View Hipkin’s Hip Shots © JHipkin 2009 18
  30. 30. Customers know their worth And what your product is worth And what your competition is worth Hipkin’s Hip Shots © JHipkin 2009 19
  31. 31. Commercial relationship Customers expect to trade value for value Hipkin’s Hip Shots © JHipkin 2009 20
  32. 32. Channel is important Customers have their preferences Hipkin’s Hip Shots © JHipkin 2009 21
  33. 33. Interest Hipkin’s Hip Shots © JHipkin 2009 22
  34. 34. Strategies and Tactics Hipkin’s Hip Shots © JHipkin 2009 23
  35. 35. Total Category Volume It’s the heavy Volume user ... Heavy Users from Heavy Users Relatively few control your future Moderate and Light Users Total Category Users Hipkin’s Hip Shots © JHipkin 2009 24
  36. 36. Two Comm. Streams Relationship Building Life Cycle Driven: Support Brand, Positioning, Relationship Strategy Business Building Business Need Driven: Cross/up Sell, Competitive Reaction, etc. Hipkin’s Hip Shots © JHipkin 2009 25
  37. 37. CM Tactics Prospecting Consideration Connection Loyalty Value Segment Purchase Value Segment Value Segment Value Segment Value Segment Hipkin’s Hip Shots © JHipkin 2009 26
  38. 38. CM Tactics Prospecting Consideration Connection Loyalty Value Segment $$$$$ $$$$$$$$ $$$$$$$$$$$ $$$$ Purchase Value Segment $$$ $$$$$ $$$$$$$$ $$$ Value Segment $ $$$ $$$$$ $ Value Segment $ $$ Value Segment Hipkin’s Hip Shots © JHipkin 2009 27
  39. 39. Creating and Nurturing the Relationship Hipkin’s Hip Shots © JHipkin 2009 28
  40. 40. Create value From the customer’s POV Don’t bribe them RM Principles Hipkin’s Hip Shots © JHipkin 2009 29
  41. 41. Voice is important Talk to them like they know you Because they do Hipkin’s Hip Shots © JHipkin 2009 30
  42. 42. CM Strategy Hipkin’s Hip Shots © JHipkin 2009 31
  43. 43. CM Strategy Campaign Management / Analytics Hipkin’s Hip Shots © JHipkin 2009 31
  44. 44. CM Strategy Acquisition Prospect Marketing Campaign Management / Analytics Hipkin’s Hip Shots © JHipkin 2009 31
  45. 45. CM Strategy Acquisition Relationship Building Prospect Welcome contact: Periodic Communication Marketing Segmentation survey • Segmented • Drip research Campaign Management / Analytics Hipkin’s Hip Shots © JHipkin 2009 31
  46. 46. CM Strategy Acquisition Relationship Building Prospect Welcome contact: Periodic Communication Marketing Segmentation survey • Segmented • Drip research Campaign Management / Analytics Onsite advertising Business Building Segmented e-mail Segmented Direct Marketing Hipkin’s Hip Shots © JHipkin 2009 31
  47. 47. 5 CM priorities Hipkin’s Hip Shots © JHipkin 2009 32
  48. 48. 5 CM priorities • Right customer Hipkin’s Hip Shots © JHipkin 2009 32
  49. 49. 5 CM priorities • Right customer • Right message Hipkin’s Hip Shots © JHipkin 2009 32
  50. 50. 5 CM priorities • Right customer • Right message • Right time Hipkin’s Hip Shots © JHipkin 2009 32
  51. 51. 5 CM priorities • Right customer • Right message • Right time • Right channel Hipkin’s Hip Shots © JHipkin 2009 32
  52. 52. 5 CM priorities • Right customer • Right message • Right time • Right channel • Right voice Hipkin’s Hip Shots © JHipkin 2009 32
  53. 53. Hipkin’s Hip Shots © JHipkin 2009 33
  54. 54. James Hipkin Hipkin’s Hip Shots jhipkin@gmail.com 415-505-0632 Hipkin’s Hip Shots © JHipkin 2009 34

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