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Churn: se lo conosci lo eviti

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Che cosa è il churn? Come calcolare il tasso di churn della tua organizzazione? Che vantaggi hai a ridurre il tasso di churn? Leggi le risposte per aumentare fidelizzazione e profitti!

Published in: Business
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Churn: se lo conosci lo eviti

  1. 1. Copyright Ottantaventi srl 2011-2016 Adriana Galgano www.ottantaventi.it adriana.galgano@ottantaventi.it OTTANTAVENTI FORMAZIONE Il Churn se lo Conosci lo Eviti
  2. 2. Copyright Ottantaventi srl 2011-2016 CHURN SIGNIFICA Abbandono  È riferito al cliente che decide di lasciare un’azienda
  3. 3. Copyright Ottantaventi srl 2011-2016 la fedeltà ad un’azienda era la regola, oggi rischia di diventare un’eccezione NEL PASSATO
  4. 4. Copyright Ottantaventi srl 2011-2016 Livelli di churn mai registrati prima, dovunque nel mondo Mediamente dal 10% al 40% dei clienti lascia un’azienda durante l’anno STA ACCADENDO…
  5. 5. Copyright Ottantaventi srl 2011-2016 E…TU SAI  quanti clienti lasciano la tua organizzazione ogni anno?  perché lo fanno? ?
  6. 6. Copyright Ottantaventi srl 2011-2016 CONOSCERNE IL NUMERO consente di calcolare il tasso di churn della nostra azienda. Avremo così un parametro oggettivo per decidere se intervenire per ridurlo.
  7. 7. Copyright Ottantaventi srl 2011-2016 IL TASSO DI CHURN Numero totale dei clienti persi alla fine del periodo ________________________________________ Numero dei clienti presenti all’inizio del periodo
  8. 8. Copyright Ottantaventi srl 2011-2016 insoddisfazione rapporto prezzo/qualità insoddisfazione qualità prodotto insoddisfazione qualità del servizio cambiamenti nella situazione del cliente nuova tecnologia azioni mirate della concorrenza TRA LE CAUSE DI CHURN
  9. 9. Copyright Ottantaventi srl 2011-2016 I TRE GRADI DI CHURN: IL CLIENTE  riduce il numero di prodotti/servizi usati  diminuisce la quantità/intensità di utilizzo  abbandona l’azienda
  10. 10. Copyright Ottantaventi srl 2011-2016 Appena acquisiti Con fatturato in diminuzione Che minacciano disdetta I CLIENTI A RISCHIO CHURN
  11. 11. Copyright Ottantaventi srl 2011-2016 Indisponibilità dei decisori e degli abituali riferimenti Progetti sempre più a breve termine Richieste di ridurre la durata dei contratti Rallentamento nei pagamenti Rallentamento nell’accettazione di nuove offerte Reclami SEGNALI DA PARTE DEL CLIENTE
  12. 12. Copyright Ottantaventi srl 2011-2016 ci consentono di intraprendere azioni per prevenire l’abbandono da parte dei clienti I SEGNALI
  13. 13. Copyright Ottantaventi srl 2011-2016 IMPORTANTE INTERVENIRE Perché acquisire un nuovo cliente costa dal 5% al 25% in più che mantenerne uno vecchio!
  14. 14. Copyright Ottantaventi srl 2011-2016 è una delle chiavi per la crescita del fatturato e dei profitti in questo mercato instabile LA GESTIONE DEL CHURN
  15. 15. Copyright Ottantaventi srl 2011-2016 evidenziano che i clienti fidelizzati spendono di più, hanno margini più alti e parlano bene della nostra azienda LE RICERCHE
  16. 16. Copyright Ottantaventi srl 2011-2016 Significa aumentare la fedeltà e i profitti! LAVORARE SUL CHURN
  17. 17. Copyright Ottantaventi srl 2011-2016 occorre impostare una strategia PER FARLO
  18. 18. Copyright Ottantaventi srl 2011-2016 OBIETTIVO DELLA STRATEGIA è diminuire, agendo in modo preventivo e organizzato, il numero dei clienti che riduce il suo impegno o che decide di lasciarci
  19. 19. Copyright Ottantaventi srl 2011-2016 LA STRATEGIA SI COMPONE DI PASSI
  20. 20. Copyright Ottantaventi srl 2011-2016 Quantificare Analizzare le cause Predisporre il piano Formare Agire I PASSI SONO
  21. 21. Copyright Ottantaventi srl 2011-2016 FORMARE coloro che sono coinvolti nel progetto Churn è indispensabile. Strategie affrettate o contatti improvvisati possono infatti avere il risultato di suggerire al cliente l’idea di andare via! Come ridurre il Churn
  22. 22. Copyright Ottantaventi srl 2011-2016 Che cosa c’è di peggio di perdere un cliente? Non fare niente per trattenerlo! Grazie alla formazione e ai metodi OTTANTAVENTI terrete il cliente nella vostra organizzazione  CONTATTAMI PER MAGGIORI INFORMAZIONI LA MIA EMAIL È adriana.galgano@ottantaventi.it

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