Download to read offline
Uploaded byXerago
Customer Value Maximization - A Primer
The document discusses the evolution of customer value maximization in marketing, emphasizing the transition from linear marketing approaches to the need for leveraging consumer interactions that occur between brand exposure and action. It introduces a new framework that integrates communication, technology, and analytics to convert these interactions into desired actions, addressing challenges such as maximizing value from customer interactions and increasing transaction yields. The framework aims to optimize marketing efficacy and accountability in today's dynamic consumer environment.
More Related Content
Similar to Customer Value Maximization - A Primer
Customer Value Maximization - A Primer
- 1.
- 2. Marketing used tobe simple … like this Awareness
- 3. Marketing used tobe simple … like this Awareness Interest
- 4. Marketing used tobe simple … like this Awareness Interest Desire
- 5. Marketing used tobe simple … like this Awareness Interest Desire Action
- 7.
- 8.
- 9. And clear actionsand roles Stimulus Action Brands Consumer (ATL + BTL activities resulting in brand building brand salience etc.) (Buy, refer, sign-up, download, etc.)
- 10. But today itlooks like this Stimulus Action
- 11. This is wherewe lose Stimulus Action
- 12. Because between stimulusand action Stimulus Action
- 13. Interaction happens … StimulusAction Interaction
- 14. Interaction Post brand exposure,interaction can happen in the form of … search engine queries 1-800 Calls Kiosk / ATM visit Company website visit Educational content reading Twitter follow Competitor website visits Review websites visits Discussion with friends Online communities checks Window shop
- 15. … and thisis an opportunity, because Consumers are engaged …
- 16.
- 17. The problem These consumerinteractions are opportunities to influence moments of truth, they are not leveraged adequately and it is left to consumers to find their way to the cash register. Naturally efficacy of marketing spends is questioned and accountability pressures increase. AND brands need a new framework that converts these interactions to desired actions … Interaction
- 18.
- 19. The solution “CUSTOMER VALUEMAXIMIZATION” Customer Value Maximization is a new age marketing framework that uses a combination of communication, technology and analytics to leverage existing marketing stimulus and convert interactions into actions.
- 20. CUSTOMER VALUE MAXIMIZATION– WHERE IT OPERATES Stimulus Interaction Action
- 21. how do youembrace customer value maximization? Stimulus (ATL + BTL activities resulting in brand building brand salience etc.) Interaction Your traditional agency builds your brand … and ENDS here …
- 22. how do youembrace customer value maximization? Stimulus Interaction Customer Value Maximization (Read: Xerago) begins … Action
- 23. customer value maximizationenablers … Interaction Action Customer Value operates at the confluence of communication, marketing technologies and customer analytics to convert interaction into action. Analytics Track, measure, analyze and predict customer actions and behavior Communication Relevant brand communication at every customer interaction Technologies Management of all interactions using relevant marketing technologies Community
- 24. typical challenges thatcustomer value maximization solves
- 25. typical challenges thatcustomer value maximization solves We have millions of customers calling our 1-800 number. How do we maximize value from each interaction? 01
- 26. typical challenges thatcustomer value maximization solves We have millions of customers calling our 1-800 number. How do we maximize value from each interaction? We get millions of pages views. Thousands of people fill up the shopping cart. Hundreds consummate the transaction. How do we increase yield? 01 02
- 27. typical challenges thatcustomer value maximization solves We have millions of customers calling our 1-800 number. How do we maximize value from each interaction? We get millions of pages views. Thousands of people fill up the shopping cart. Hundreds consummate the transaction. How do we increase yield?Our Social Media campaigns triggers thousands of conversations. How do we derive value from these conversations? 01 02 03
- 28. typical challenges thatcustomer value maximization solves We have millions of customers calling our 1-800 number. How do we maximize value from each interaction? We get millions of pages views. Thousands of people fill up the shopping cart. Hundreds consummate the transaction. How do we increase yield?Our Social Media campaigns triggers thousands of conversations. How do we derive value from these conversations? Out of all the customer walk-ins that we get every day, how do we maximize value? 01 02 03 04
- 29. typical challenges thatcustomer value maximization solves We have millions of customers calling our 1-800 number. How do we maximize value from each interaction? We get millions of pages views. Thousands of people fill up the shopping cart. Hundreds consummate the transaction. How do we increase yield?Our Social Media campaigns triggers thousands of conversations. How do we derive value from these conversations? Out of all the customer walk-ins that we get every day, how do we maximize value? We have millions of customers with us already. How do I maximize value from them? 01 02 03 04 05
- 30. For more storieslike these … For more stories like these …
- 31.