Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Karolína Risser: vytvoření strategie zákaznické segmentace

691 views

Published on

Výhody strategické a taktické segmentace
Nastavení segmentačních kritérií
Segmentovaný přístup k zákaznickému servisu a k modelu obsluhy

  • Be the first to comment

  • Be the first to like this

Karolína Risser: vytvoření strategie zákaznické segmentace

  1. 1. Customer service based on client segmentation Karolína Risser, 21.2.2012
  2. 2. Based on client segmentation differentiated service model shouldbe applied. This will lead to superior performance.
  3. 3. There are 2 different perspectives for client segmentation.
  4. 4. Strategic segmentation based on present and future customervalue. Segment 2 Segment 1 Target value: 20% of the cutomer base Target value: 10% of the cutomer baseFuture value Strategy: x/up-sell Strategy: increase of loyalty Segment 4 Segment 3 Target value: 30% of the cutomer base Target value: 40% of the cutomer base Strategy: retention Strategy: low-cost service Present value
  5. 5. Further tactical segmentation used to identify clients withhomogenous needs for marketing purpose (1/2).
  6. 6. Further tactical segmentation used to identify clients withhomogenous needs for marketing purpose (2/2).
  7. 7. Specific segments with high potential can inspire thedevelopment of tailored products, special service, pricing etc.
  8. 8. Channel differentiation seems to be the most common solution.
  9. 9. The differentiation options in branch level design include interiordesign, queuing and choice of furniture.
  10. 10. Call centre differentiation options.
  11. 11. The design options in internet banking/ web presencedifferentiation are normally graphical/ functionality driven.
  12. 12. Designing effective target delivery model faces with broad range ofissues, mostly organisational.
  13. 13. Performance and quality management has to be monitored ona segment level.
  14. 14. Differentiated skill building requires segment-specific trainingcurriculum.
  15. 15. Implementation of a segmented value proposition is a realtransformation impacting multiple stakeholders.

×