CRM deck
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A few slides to inspire a simple CRM plan
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CRM deck
- 1. new LEAD inactive LEAD lost LEAD new FTB inactive FTB lost FTB active RB inactive RB lost RB Customers’ life cycle LEAD: Potential Buyer, a subscriber, a registered user, a follower,... FTB: First Time Buyer, a buyer with a single order. RB: Repeating Buyer, a buyer with multiple orders.
- 2. new LEAD inactive LEAD lost LEAD new FTB inactive FTB lost FTB active RB inactive RB lost RB LEADs actions new LEAD: Welcome Plan, Subscription Rewards, Remarketing, Bday inactive LEAD: Recovery Plan, Bday, Fraud Analysis lost LEAD: DB clean-up
- 3. new LEAD inactive LEAD lost LEAD new FTB inactive FTB lost FTB active RB inactive RB lost RB FTBs actions new FTB: FTB to RB, Bday inactive FTB: Recovery Plan, Bday, Remarketing lost FTB: DB clean-up
- 4. new LEAD inactive LEAD lost LEAD new FTB inactive FTB lost FTB active RB inactive RB lost RB RBs actions active RB: Frequency Boost, AOV Boost, Bday inactive RB: Recovery Plan, Bday, Remarketing lost RB: DB clean-up
- 5. new LEAD inactive LEAD lost LEAD new FTB inactive FTB lost FTB active RB inactive RB lost RB Customers’ lifetime value The customer lifetime value (CLV) of represents the total amount of money a customer is expected to spend in your business, or on your products, during their lifetime. Is CLV increasing? Analyze cohorts and compare how cumulative ARPB has changed. Provide context through YoY and/or control groups.
- 6. new LEAD inactive LEAD lost LEAD new FTB inactive FTB lost FTB active RB inactive RB lost RB Customers’ acquisition cost Customer acquisition cost (CAC) is the total cost, including marketing, discounts and other resources invested in the acquisition of customers, divided by the number of new customers acquired. How does CAC compare to order profit before marketing? Does CLV and the expected profit from a customer compare to CAC? What’s the CAC payback period?
- 7. new LEAD inactive LEAD lost LEAD new FTB inactive FTB lost FTB active RB inactive RB lost RB Customers’ segmentation dimensions Gender, Age, Geography, Language Online, Omnichannel Desktop, Mobile Price sensible, Discount sensible Recency, Frequency, Monetary (RFM) Returns, Fraud Product categories Active/Inactive Segmentation can be explicit, descriptive of past interactions and/or predictive. For example a predictive model for churn, detects inactive customers
- 8. new LEAD inactive LEAD lost LEAD new FTB inactive FTB lost FTB active RB inactive RB lost RB Customers’ behaviors to measure Subscription, login Open, click on emails/push View category, view product, add-to-cart Purchase, return Contact customer service Customer’s actions are use to assign segments and/or as triggers for communications or CRM plans.
- 9. new LEAD inactive LEAD lost LEAD new FTB inactive FTB lost FTB active RB inactive RB lost RB Customers’ blacklists Identify and exclude from communications and promotions: Non profitable high return rates Non profitable mostly discounted articles Non profitable parcel refusal or no pick-up Fraud
- 10. new LEAD inactive LEAD lost LEAD new FTB inactive FTB lost FTB active RB inactive RB lost RB Customers’ touchpoints Use the right touchpoint for each stage of the life cycle: Web, APPs, (Physical Store?) (1) Email, Push (2) Instagram, Twitter, Facebook,... (3) Customer Support (4) 1,2,3 1,2,3,4 1,2,3,4 2,3 2,3 2,3 2 2 2
- 11. new LEAD inactive LEAD lost LEAD new FTB inactive FTB lost FTB active RB inactive RB lost RB Customers’ moments Beside organic visits and regular communications use all possible occasions in the calendar to communicate as long as they made sense for your brand or product. Mother’s day, Valentine’s day, Women’s day Black Friday, Sales, MidSeason Sales, Christmas...