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360度精準式行銷實務--90分鐘上手CRM

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360度精準式行銷實務--90分鐘上手CRM

  1. 1. 0 精準式行銷的第一步—90分鐘上手CRM:了解你的消費者!
  2. 2. CRM ≠ Database Call Center Loyalty Program After Sales 2
  3. 3. Three CRM FocusRetention Acquisition CRM Strategic Focus Extension 3
  4. 4. It’s About The Whole Cycle Social Sharing Pre-Sales Sales After-SalesNeed Awareness Interest Search Purchase Usage Re-purchase需求产生 知名 兴趣 搜寻 购买 使用 重复购买 Churn 流失 Branding and Marketing 4
  5. 5. CRM ≠ Customer Relationship Management 5
  6. 6. ≠ Let go of control. ~A.G. Lafley, CEO of P&G 6
  7. 7. Media Fragmented.
  8. 8. Consumer is in control. 8
  9. 9. Digitalization. 9
  10. 10. 在網路上全球每天有超過 1000亿 的link點点击产生, Google每天的搜索量超过20亿次,30亿的Video在Youtube上播放 全球 5%的电力每天用于发送超过2900亿封的电子邮件 10亿的items在face book上被分享 每秒钟有8 TB的信息通过IM发出,有4,700万新的网站加入互联网, 2.34亿的网页被浏览每天有73,000台Iphone被售出,54万台的Andorid Phone被激活,超过 2700万的Iphone app被下载…… 这是一个 Big Data 的时代!
  11. 11. Who Are Your Customers? 11
  12. 12. 12
  13. 13. They Are Not The Same, And They Are Not Equal. 13
  14. 14. Segmentation! Most valuable customers Most growable customers Marginal Media Unprofitable E-channels Direct mail Telemarketer In-person service reps Dedicated service reps Source: Peppers & Rogers Group 14
  15. 15. How? R ecency F requency M onetary 15
  16. 16. Case : i-Yogurt.cn 16
  17. 17. Lucky Draw Every Week! 17
  18. 18. 2008 ResultsMore than 1x0,000 new members registered. 4xx,000 pin-codes entered. 18
  19. 19. Meanings of The FiguresPin-code 输入4xx,xxx = ¥4,638,480 = % (零售價值) (08整體销售零售额%)Member 数2xx,xxx X ¥22?50? X 5年 =¥23,303,280 ¥52,962,000 (每人每年優酪乳購買金額) 19
  20. 20. 顧客終身價值(Customer Lifetime Value)指的是在未來一段時間之內,企業可從個別顧客獲得利潤之淨現值。 ~Arthur Hughes(1994) 20
  21. 21. On Average 3 pin-codes per member. Over 20 remained interested in. days 21
  22. 22. Segmenting Members Into 5 Levels Level定义(X为输入 Level Pin-con的笔数) 5 5 X>10 4 4 4<X<=10 3 3<=X<=4 3 2 X=2 2 1 X=1 1 22
  23. 23. Percentage of Loyal Customers Less Than Expected Level % of Members5 5 2.7%4 4 5.4% 15.9%3 3 7.8% 2 13.5%2 1 70.6%1 23
  24. 24. However, Their “Value” Contributions Are Much Higher Monetary Value Values Per Level % of Members Contribution Member (in RMB) 5 5 2.7% 4x% 5xx 4 4 5.4% 1x% 7x 3 3 7.8% 9.x% 4x 2 13.5% X% 2X 2 1 70.6% 2X% 1X 1 24
  25. 25. They Are Also “More Engaged” Days Remained Level % of Members Interested In5 5 2.7% 1x74 4 5.4% 1x53 3 7.8% 6x 2 13.5% 2X2 1 70.6% -1 25
  26. 26. Implications in Strategy Level % of Members5 5 2.7% Create WOM4 4 5.4% Grow Value3 3 7.8% 2 13.5%2 Enhance Brand 1 70.6% Preference1 26
  27. 27. What Else? 27
  28. 28. AD Didn’t Bring Members8x% of members entered pin-codes. • Pin-code started from Jun. • AD placed in Jun, July and Sep. 28
  29. 29. Product Package Did Have Impact V.S. 29
  30. 30. The 1st 4 Weeks Are CrucialFor “Building Engagement”. 08 Jun註冊會員 - Pin-code興趣延續天數 30
  31. 31. Develop Lifecycle eDMsNewly 1st 2nd 3rd 4th 2nd 3rd 6thSubs We We Mo Mo Mocribe ek ek We We nth nth nthd ek ek 31
  32. 32. Much Better Performance ! 32
  33. 33. Create The 2nd Chance!与5X% 的新会员增加一次(含)以上品牌曝光; 4X%增加一次(含)以上深入互动 33
  34. 34. Customer Map for More Precise Segmentation – EstablishingAttributes For Individual Member/Customer Brand Engagement/ Value Contribution IndexHigh Trace & Analyze the Shifting in Member Attitude Previous Engagement Score Current Engagement Score 5 4 3 2 1 5 4 3 2Low 1 Scoring on an each member’s responses to campaigns, eDMs, pin-code activities, etc.; segmenting into 5 levels34
  35. 35. Actionable Customer Map –Identifying Gap and/or Opportunity in Key Customer Segments More Precise Segmentation Brand Engagement (H , H) (H , L) (L , H) (L , L) Value (R-F-M Mode) Demographics Gap & Opportunity Analysis35
  36. 36. Actionable Customer Map –Developing Strategies for Different Customer SegmentsNurturing Program Retention Program• Regular e-Paper • Community to Brand Engagement• Online branding enhance sense of campaigns Highly Potential Brand Advocates belongings• Offline event Conversion • Automatic e-caring MGM Program invitation, etc. Program program • Point program, etc. Swinging Inactive Customers Opportunity Attrition Analysis Analysis Value Prospects Customers Contribution 36

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