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Percepta - ‘Can’t Do, Can Do, Will Do’

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What is ‘Can’t Do, Can Do, Will Do’? In simple terms – it is a data framework that enables you to split your customer database into different segments, allowing you to create a targeted marketing approach to those customers who will more than likely purchase your product.

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Percepta - ‘Can’t Do, Can Do, Will Do’

  1. 1. Can’t do, Can do, Will do What is ‘Can’t Do, Can Do, Will Do’? In simple terms – it is a data framework that enables you to split your customer database into different segments, allowing you to create a targeted marketing approach to those customers who will more than likely purchase your product. The process for building the framework is firstly, to analyse your data (both internal and external) and understand the profile of your customer i.e. age, gender, marital status, type of house etc. This means you can differentiate between the people most likely to be good customers against those who are not. You will now have a ‘can do’ and a ‘can’t do’ list of prospects. Even though you have your ‘can dos’ doesn’t mean the job is over. Sure, these people fit the criteria in theory, but just because someone looks good on paper, doesn’t mean they will purchase anything. Now you need to identify the ‘will dos’ from the ‘can dos’. The ‘will dos’ can be identified through deeper research (either on the phone or face-to-face), asking lifestyle questions to gather information on thing like what newspapers they read, where they go on holiday, annual income etc. A premium fitted furniture company selling direct to the public, through showrooms and direct sales force, with an average order value of over £20,000 recently carried out this exercise with amazing results. They had been using off the page ads to generate responses which were directed to a call centre where a simple filter was used in order to place prospects into ‘can do’ and ‘can’t do’ categories. Based on this analysis, two response packs were developed for each group – a four pager for the ‘can’t dos’ and 32 pager for the ‘can dos’. Our task for this client was to maximise return on marketing investment through greater understanding of who to target, and a more effective way of prioritising their budget. The key to this was to identify the ‘will do’ group from within the ‘can do’s’. This was done through follow up research after a marketing campaign, talking to 100 people who were in the ‘can do’ category and had purchased, as well as 100 people who were in the same category but hadn’t purchased. As a result of this research it was possible to uncover four discriminating lifestyle factors which made the difference between being a ‘can do’ or a ‘will do’. If the call centre asked relevant questions relating to these four lifestyle factors, it would be possible to split out the ‘will dos’ from the ‘can dos’ at the initial point of contact. These lifestyle questions were then put into the script at the call centre to test the theory with a new batch of incoming callers. Prior to the next campaign, filters were used to identify the ‘can dos’ from inbound callers. The ‘can dos’ were then asked the lifestyle questions in order to put them into either the ‘can do’ or ‘will do’ categories. The company was then able to re-evaluate their budget to target the ‘will dos’. This approach led to significant Return on Investment through greater take up. On average they received a £7,000 higher order value among the ‘will dos’ versus the ‘can dos’. The increased order value in the ‘will dos’ made it possible to invest more in them, with higher value communications such as hand delivered videos and follow up phone calls, whilst the ‘can dos’ received a glossy brochure. ‘Can’t dos’ would receive the lower value items like email or postcards. This framework can be used effectively for any business sector wanting the opportunity to pre-qualify the potential customer either through a call centre, web interface or face to face contact - and can make you change your way of thinking significantly. For further information on how we can support you on engaging with customers contact Amanda Noble on: Office: +61 (3) 8627 6191 or email: amanda.noble@percepta.com.au or check out our website: www.percepta.com.au Percepta is a global customer contact specialist talking to over 10 million people across the world on behalf of organisations such as Jaguar, Land Rover, AGCO, Automotive Associations, Helm, Volvo, Ford and Mazda. We partner with you to build trust in your brand, through the contact we have with your customers, at every stage of the customer journey.

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