This document outlines a presentation on integrated customer loyalty and value optimization strategies. It discusses the importance of focusing on customer retention through effective communication strategies. It then outlines a 10 step process for developing an effective customer communications strategy, including knowing objectives, conducting a communications audit, determining customer lifecycle phases, defining targets and messaging, plotting customer journeys, testing plans, creating a consistent brand, and refining strategies. The presentation provides case studies on how DIRECTV and Clearwire developed successful customer communications programs by following a process aligned with the 10 steps. It emphasizes using a multi-channel approach and highlights the need to continually refine strategies based on measurement and testing.
Präsentation zum Workshop "Multi Channel Recommendation für Onlineshops" am 23. September 2015 auf dem Tag des Online Marketing Schleswig Holstein: http://www.tom-sh.de/programm-2015/workshops-2015/
Business use of Social Media and Impact on Enterprise ArchitectureNUS-ISS
Presented on 7 March 2013 at The Architecture Community of Practice (ACoP) Forum at the Intstitute of Systems Science, National University of Singapore.
Web: www.iss.nus.edu.sg
Twitter:#ISSNUS
Facebook: www.facebook.com/ISS.NUS
Präsentation zum Workshop "Multi Channel Recommendation für Onlineshops" am 23. September 2015 auf dem Tag des Online Marketing Schleswig Holstein: http://www.tom-sh.de/programm-2015/workshops-2015/
Business use of Social Media and Impact on Enterprise ArchitectureNUS-ISS
Presented on 7 March 2013 at The Architecture Community of Practice (ACoP) Forum at the Intstitute of Systems Science, National University of Singapore.
Web: www.iss.nus.edu.sg
Twitter:#ISSNUS
Facebook: www.facebook.com/ISS.NUS
The trend nowadays is to represent the relationships between entities in a graph structure. Neo4j is a NOSQL graph database, which allows for fast and effective queries on connected data. Implementation of own algorithms is possible, which can improve the functionality of built in API. We make use of the graph database to model and recommend movies and other media content.
Recommendation and personalization systems are an important part of many modern websites. Graphs provide a natural way to represent the behavioral data that is the core input to many recommendation algorithms. Thomas Pinckney and his colleagues at Hunch (recently acquired by eBay) built a large scale recommendation system, and then ported the technology to eBay. Thomas will be discussing how his team uses Cassandra to provide the high I/O storage of their fifty billion edge graphs and how they generate new recommendations in real time as users click around the site.
For many brands, collecting likes and fostering engagement by any means necessary is a sign of a successful social media program. But if you dig deeper into these metrics, what do they actually mean? What is driving the actions? Are they taken by true brand advocates? Are the engagements contributing to the business’s bottom line?
A recent study conducted in partnership with SurveyMonkey has uncovered valuable insights into how to cultivate advocacy. With over 5,000 respondents from 11 countries, the results map how to build relevance and trust and drive forward a brand, business, and reputation around the globe.
WAS IST CHANNELPILOT?
ChannelPilot ist ein Cloud-basiertes Werkzeug zur Multi-Channel-Online-Vermarktung. Sie als Online-Shop Betreiber können mit ChannelPilot Ihre Produkte auf bis zu 2.000 Online-Vermarktungskanälen platzieren, die Resonanz Ihrer Produkte analysieren und die Angebote in den Kanälen automatisiert optimieren.
Damit können Sie Ihre Umsätze und Gewinne deutlich steigern. Dank einfachster Anbindung, intuitiver Nutzeroberfläche und vieler automatisierter Funktionen ist Ihr Aufwand dabei minimal.
Customer Satisfaction VS. Customer RetentionAhmad Heshmat
it explains the difference between retention and satisfaction, and typed of loyal customers, and also discuss reasons behind churn, specially for telecom industry. (if you want to download,it is open now :)
The Definitive Guide to Customer Success 2017Lincoln Murphy
The Customer Success movement has taken the SaaS industry by storm, even requiring an updated SaaS Business Model definition.
But what exactly is Customer Success? Is it an organizational mindset? Is it a corporate strategy? Is it a set of tactics designed to produce happy, successful customers that in turn creates success for you, the SaaS vendor?
The answer is... all of the above.
In this guide I've enumerated 17 key elements of Customer Success for SaaS companies. I hope it helps you reach your goals.
Im Webinar lernen Sie, welche Möglichkeiten FACT-Finder mit der Recommendation Engine 2.0 bietet, mit wenig Aufwand passende Empfehlungen zu erzeugen. Auch wenn Sie nur einen geringen Anteil kombinierter Verkäufe in Ihrem Shop haben, kann FF sinnvolle Zusatz- und Alternativ-Vorschläge ausspielen. Denn die neue Recommendation Engine berücksichtigt auch Beziehungen zwischen Kategorien und ausgewählten Produktmerkmalen.
Martin Koch, Senior Coach eBusiness Solutions, zeigt Ihnen live, wie Sie relevante Empfehlungen mit minimalem Aufwand und innerhalb von Minuten im Online-Shop einbetten.
Daniel Wrigley von SHI wird ein bisschen etwas darüber erzählen warum Recommendations, also gezielte Produktvorschläge, relevant sind.
Was man diesbezüglich beachten und tun sollte und was man eher vermeiden sollte.
Gezielte Produktvorschläge sind lange kein Nice-To-Have-Feature mehr, sondern sind eigentlich schon vollkommen im e-Commerce angekommen und gehören zur Standard-Palette von Online-Shops.
Merkzettel/Wunschliste ist auch ein Feature zusätzlich zu Recommendations, das ich im Shop haben sollte.
Conversion Rates steigern sich, wenn den Kunden das vorgeschlagen wird, was sie kaufen wollen.
Der Warenkorbwert wird dadurch gesteigert, dass an den richtigen Stellen Vorschläge gemacht werden. Wie beim Einkauf im Supermarkt, in dem kurz vor dem Bezahlen noch Kleinigkeiten angeboten werden: Süßigkeiten, Feuerzeuge, Batterien, …
Gute Vorschläge veranlassen Kunden dazu, wieder zu kommen. Denn was einmal gut funktioniert, funktioniert auch zweimal gut.
Produktvorschläge erhöhen einfach dadurch die Verweildauer der Kunden, weil ihnen dadurch eine bequeme Möglichkeit geliefert wird, ohne neu suchen zu müssen im Shop zu browsen. Je höhere die Verweildauer desto besser vertraut mit dem Angebot, bedeutet wieder einen Vorteil für den Shop.
Passendes Zubehör vorschlagen, höherwertige Produkte vorschlagen, unter Umständen sogar Produkte, von denen die Kunden vorher noch nichts wussten steigern das Potenzial mehr zu verkaufen
Auffindbarkeit von Produkten dadurch erhöhen, dass sie vorgeschlagen werden. Der Kunde kann sich besser vertraut machen mit dem Sortiment, indem er Produkte vorgeschlagen bekommt, auf die er normalerweise nicht stoßen würde.
Es ist durch vorhandene Techniken und Technologien, die sich im Bereich Data Mining, Machine Learning gebildet haben, kein Hexenwerk mehr, Recommendations umzusetzen. Dazu zählen bestimmte Ansätze wie Collaborative Filtering oder auch Open Soure Projekte wie Apache Mahout, die solche Ansätze versuchen umzusetzen, um Anwendern algorithmisches Handwerkszeug zu geben.
Diese Techniken und Technologien machen auch die Verarbeitung großer Datenmengen möglich. Jeder Shop kann seine Recommendations-Funktionen in beliebiger Manier skalieren.
4 Techniques to Succeed in Retaining your CustomersM-Connect Media
Customer Retention Plan - To own a profitable business is in either in your hands or in your customer’s hands. Yes, this is true. You own a business to help the customers in some or the other way. Customers may have different options for the same thing and if they choose you then it means they bring business for you. And it is up to you how to retain them and bring them back to you again and again. See some strategies to do so.
The trend nowadays is to represent the relationships between entities in a graph structure. Neo4j is a NOSQL graph database, which allows for fast and effective queries on connected data. Implementation of own algorithms is possible, which can improve the functionality of built in API. We make use of the graph database to model and recommend movies and other media content.
Recommendation and personalization systems are an important part of many modern websites. Graphs provide a natural way to represent the behavioral data that is the core input to many recommendation algorithms. Thomas Pinckney and his colleagues at Hunch (recently acquired by eBay) built a large scale recommendation system, and then ported the technology to eBay. Thomas will be discussing how his team uses Cassandra to provide the high I/O storage of their fifty billion edge graphs and how they generate new recommendations in real time as users click around the site.
For many brands, collecting likes and fostering engagement by any means necessary is a sign of a successful social media program. But if you dig deeper into these metrics, what do they actually mean? What is driving the actions? Are they taken by true brand advocates? Are the engagements contributing to the business’s bottom line?
A recent study conducted in partnership with SurveyMonkey has uncovered valuable insights into how to cultivate advocacy. With over 5,000 respondents from 11 countries, the results map how to build relevance and trust and drive forward a brand, business, and reputation around the globe.
WAS IST CHANNELPILOT?
ChannelPilot ist ein Cloud-basiertes Werkzeug zur Multi-Channel-Online-Vermarktung. Sie als Online-Shop Betreiber können mit ChannelPilot Ihre Produkte auf bis zu 2.000 Online-Vermarktungskanälen platzieren, die Resonanz Ihrer Produkte analysieren und die Angebote in den Kanälen automatisiert optimieren.
Damit können Sie Ihre Umsätze und Gewinne deutlich steigern. Dank einfachster Anbindung, intuitiver Nutzeroberfläche und vieler automatisierter Funktionen ist Ihr Aufwand dabei minimal.
Customer Satisfaction VS. Customer RetentionAhmad Heshmat
it explains the difference between retention and satisfaction, and typed of loyal customers, and also discuss reasons behind churn, specially for telecom industry. (if you want to download,it is open now :)
The Definitive Guide to Customer Success 2017Lincoln Murphy
The Customer Success movement has taken the SaaS industry by storm, even requiring an updated SaaS Business Model definition.
But what exactly is Customer Success? Is it an organizational mindset? Is it a corporate strategy? Is it a set of tactics designed to produce happy, successful customers that in turn creates success for you, the SaaS vendor?
The answer is... all of the above.
In this guide I've enumerated 17 key elements of Customer Success for SaaS companies. I hope it helps you reach your goals.
Im Webinar lernen Sie, welche Möglichkeiten FACT-Finder mit der Recommendation Engine 2.0 bietet, mit wenig Aufwand passende Empfehlungen zu erzeugen. Auch wenn Sie nur einen geringen Anteil kombinierter Verkäufe in Ihrem Shop haben, kann FF sinnvolle Zusatz- und Alternativ-Vorschläge ausspielen. Denn die neue Recommendation Engine berücksichtigt auch Beziehungen zwischen Kategorien und ausgewählten Produktmerkmalen.
Martin Koch, Senior Coach eBusiness Solutions, zeigt Ihnen live, wie Sie relevante Empfehlungen mit minimalem Aufwand und innerhalb von Minuten im Online-Shop einbetten.
Daniel Wrigley von SHI wird ein bisschen etwas darüber erzählen warum Recommendations, also gezielte Produktvorschläge, relevant sind.
Was man diesbezüglich beachten und tun sollte und was man eher vermeiden sollte.
Gezielte Produktvorschläge sind lange kein Nice-To-Have-Feature mehr, sondern sind eigentlich schon vollkommen im e-Commerce angekommen und gehören zur Standard-Palette von Online-Shops.
Merkzettel/Wunschliste ist auch ein Feature zusätzlich zu Recommendations, das ich im Shop haben sollte.
Conversion Rates steigern sich, wenn den Kunden das vorgeschlagen wird, was sie kaufen wollen.
Der Warenkorbwert wird dadurch gesteigert, dass an den richtigen Stellen Vorschläge gemacht werden. Wie beim Einkauf im Supermarkt, in dem kurz vor dem Bezahlen noch Kleinigkeiten angeboten werden: Süßigkeiten, Feuerzeuge, Batterien, …
Gute Vorschläge veranlassen Kunden dazu, wieder zu kommen. Denn was einmal gut funktioniert, funktioniert auch zweimal gut.
Produktvorschläge erhöhen einfach dadurch die Verweildauer der Kunden, weil ihnen dadurch eine bequeme Möglichkeit geliefert wird, ohne neu suchen zu müssen im Shop zu browsen. Je höhere die Verweildauer desto besser vertraut mit dem Angebot, bedeutet wieder einen Vorteil für den Shop.
Passendes Zubehör vorschlagen, höherwertige Produkte vorschlagen, unter Umständen sogar Produkte, von denen die Kunden vorher noch nichts wussten steigern das Potenzial mehr zu verkaufen
Auffindbarkeit von Produkten dadurch erhöhen, dass sie vorgeschlagen werden. Der Kunde kann sich besser vertraut machen mit dem Sortiment, indem er Produkte vorgeschlagen bekommt, auf die er normalerweise nicht stoßen würde.
Es ist durch vorhandene Techniken und Technologien, die sich im Bereich Data Mining, Machine Learning gebildet haben, kein Hexenwerk mehr, Recommendations umzusetzen. Dazu zählen bestimmte Ansätze wie Collaborative Filtering oder auch Open Soure Projekte wie Apache Mahout, die solche Ansätze versuchen umzusetzen, um Anwendern algorithmisches Handwerkszeug zu geben.
Diese Techniken und Technologien machen auch die Verarbeitung großer Datenmengen möglich. Jeder Shop kann seine Recommendations-Funktionen in beliebiger Manier skalieren.
4 Techniques to Succeed in Retaining your CustomersM-Connect Media
Customer Retention Plan - To own a profitable business is in either in your hands or in your customer’s hands. Yes, this is true. You own a business to help the customers in some or the other way. Customers may have different options for the same thing and if they choose you then it means they bring business for you. And it is up to you how to retain them and bring them back to you again and again. See some strategies to do so.
Customer Success Webinar Series: How Automation is revolutionizing Customer S...Gainsight
As companies grow they inevitably have multiple customer segments to manage. The truth is, not all customers should be treated the same. A Customer Success strategy that scales uses technology to extend the reach of the Customer Success team in a way that still drives value for the customer. Embracing automation and 1:Many strategies is becoming a cornerstone of any mature Customer Success strategy.
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The summary notes from a breakfast seminar I presented in 2008, on how to identify, engage and delight customers.
Presenting my '3 lens' model for retaining and growing the value of your existing customers, it includes case study examples for successful companies and clients.
The seminar was attended by people from several industries, including sport and banking.
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The media & events market continues to be hit hard by the Covid-19 crisis. Marketing budgets are being cut and remaining spend is being heavily scrutinised. It's harder than ever for your client to say ‘yes' to your solutions.
A compelling argument for prioritising marketing spend is therefore crucial if you and your clients are to come through these uncertain times in the strongest position possible.
In this webinar, we will explore:
What’s changed for your buyer and audience in this turbulent time
What works and doesn’t work in marketing right now
How to create a business case for your client to prioritise marketing now
Outcome: A business case to convince your client what to market and how to market their way through the crisis.
Watch here: https://www.crowdcast.io/e/driving-client-urgency
For more resources, click here: https://flumetraining.com/covid-19-response/
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Join us for a special masterclass on how to boost customer loyalty in your email campaigns. We'll be joined by email marketing legend Kath Pay, Founder and CEO of Holistic Email Marketing. Kath lives and breathes email marketing and is recognized as an international email marketing thought leader. This is one session not to miss!
Therese Jerrard, a gifted sales trainer at Deluxe Corp, gives a presentation that has great value for Small Business Sales – regardless of your comfort with selling or your type of business.
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Adani SEBI investigation revealed that the latter had sought information from five foreign jurisdictions concerning the holdings of the firm’s foreign portfolio investors (FPIs) in relation to the alleged violations of the MPS Regulations. Nevertheless, the economic interest of the twelve FPIs based in tax haven jurisdictions still needs to be determined. The Adani Group firms classed these FPIs as public shareholders. According to Hindenburg, FPIs were used to get around regulatory standards.
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Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
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Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
Forward-thinking leaders and business managers understand the impact that discipline has on organisational success. A disciplined workforce operates with clarity, focus, and a shared understanding of expectations, ultimately driving better results, optimising productivity, and facilitating seamless collaboration.
Although discipline is not a one-size-fits-all approach, it can help create a work environment that encourages personal growth and accountability rather than solely relying on punitive measures.
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• Four (4) workplace discipline methods you should consider
• The best and most practical approach to implementing workplace discipline.
• Three (3) key tips to maintain a disciplined workplace.
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
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Kyiv PMDay 2024 Summer
Website – www.pmday.org
Youtube – https://www.youtube.com/startuplviv
FB – https://www.facebook.com/pmdayconference
2. Integrated Strategies for
Customer Loyalty and
Value Optimization
Presented By:
David Azulay – The Kern Organization
Judy Mitchell – The Kern Organization
Dan Ferguson – DIRECTV
Karlene Swalley – Clearwire
2
3. “This may seem simple, but you need to give
customers what they want, not what you think they
want. And, if you do this, people will keep coming
back.”
- John Illhan, Entrepreneur and Founder of Crazy John's
(Mobile phone retailer)
According to research done by Bain & Company:
No company is immune to the pressures of the market.
But companies that focus on building loyal relationships…
are better positioned to remain strong.
3
4. Consider the cost of serving a long-standing
customer versus the cost of courting a new one…
5% increase in customer retention produces
more than a 25% increase in profit
Why?
4
5. Return customers tend to buy more from a company over
time, and as they do, the cost to serve them declines
Customers often pay a premium to continue to do
business, rather than switch to a competitor with whom
they are unfamiliar and uncomfortable
5
6. Today’s Agenda
Introductions
The Importance of a Customer Communications Strategy
Getting Started –10 Key Steps
Cases –DIRECTV & Clearwire
Moderated Panel Discussion
Q&A
6
7. Introducing Our Panelists
David Azulay Dan Ferguson Judy Mitchell Karlene Swalley
Senior Vice President, Senior Director of Vice President, Senior Customer
Client Services, Marketing, Client Services, Base Marketing
The Kern Organization DIRECTV The Kern Organization Manager,
Clearwire
7
8. The Importance of a Customer
Communications Strategy
Just as important to have retention strategy in place as
acquisition strategy
It costs more to acquire a new customer than it does to
keep one
Most customers want to be appreciated and thanked along
the way for their business
Expectations are increasing. Customers expect their
experience to be consistent, relevant and personalized at
every touch point
8
9. Getting Started – 10 Key Steps
1. Know your objectives
2. Define methods of measurement and success metrics
3. Conduct a communications audit
4. Listen to your customers
5. Determine customer lifecycle phases
6. Define targets and messaging
7. Plot the journey
8. Set Test and Implementation Plans
9. Create a brand
10. Go to market and refine again
9
10. Step 1: Know Your Objectives
Primary –Should be quantifiable
• Example: Increase revenues by 10%; Increase renewals or mitigate churn
by xx%
Secondary –Should be extensions of meeting primary goals
• Example: Satisfied customers and advocates, which lead to increased
purchases and increased revenues; increase customer opt in; generate buzz
Are these realistic?
• Align costs and ROI to meeting your goals
10
11. Step 2: Define Methods of
Measurement and Success Metrics
• Improved customer satisfaction scores
• Positive testimonials
• Lower churn rates
• Increased revenue or
purchases
• New customer referrals
• Higher online registrants
• Other qualitative and quantitative measures?
– Always good to look at more than one
11
13. Step 3: Conduct a
Communications Audit
• Dedicate resources – commit 2-4 months
• Review all existing metrics
• Analyze impact of current touches on costs and revenues
• Perform competitive analysis
• Evaluate current offer library
• Build a map of existing communications
to identify gaps/holes/opportunities to
better address customer needs
• Result should enable specific plans by segment,
customer type, etc.
13
14. Step 3: Communications Audit
Evaluate contact strategy variations
based on customer segment
Questions to ask yourself:
What actions do you want
prospective customers to take as
they move through their
relationship with you?
What channels are they likely to
prefer?
What will define success for each
type of dialogue?
Be sure to make improvements based
on findings
14
17. Step 4: Listen to Your Customers
• Use immediate feedback channels
– Surveys, one on one interviews, focus groups
• Build longer term feedback channels
– Customer panels to contact regularly for feedback
• Be prepared to act on the information you hear
– Customers appreciate being asked
for their feedback but expectations
are that their opinion will be taken
into account
17
19. Step 4: Listen to Your Customers
SURVEY FOLLOW UP TREATMENT
Weekly
1 2 3 4 5 6 7 10 5
0
Landing
Page
Thank
You EM
Thank You, Tell
us how we can
help EM
OBTM
Offer
No open
A
Reason 1
Products
No click
thru
Offer
B
Reminder
EM EM
No open
A B
Financial
Reason 2
No click
thru
“Call us -- we Reminder
can help” & EM
IBTM # EM
Reason 3
related
Service
Test to determine
effectiveness of
benefit Value Value Value
communications EM 1 EM 2 EM 3
Roll into Loyalty if
good response
Reason 4
Other
Benefit Benefit Benefit
EM 1 EM 2 EM 3
19
20. Step 5: Determine Customer
Lifecycle Phases
Activation
Winback On-boarding
Churn
Engagement
Litigation
Communications framework,
data, investment &
measurement strategies need Adoption
Loyalty
to be specific by phase
Renewal Growth
Retention Nurture
20
21. Step 5: Determine Customer
Lifecycle Phases
Create specific strategies for each stage
21
22. Step 5: Customer Lifecycle Phases
Investment Strategy
Based on your likelihood for good lifetime value and churn litigation, you can
determine how much money to put into a campaign
22
23. Step 6: Define Targets
and Messaging
• Know your strategy
– Education, cross-sell, etc.
• Determine available data
– Revenue, tenure, products purchased, etc
• Consider attributes for segmentation
– Profile or model against most profitable customers to
identify opportunities within your base
• Personalize where possible
– Targeted, personalized, relevant messages ensure
customer engagement for lifetime loyalty
23
24. Step 6: Messaging Hierarchy
Customer Segment
Benefits message
Product Features
and Benefits
24
25. Step 7: Plot the Journey
• Define key stages to reach customers
– Before contract expiration
– After 3 months of no purchase activity
– On purchase or activation anniversary date
• Determine which targets are highest value to
your organization to set frequency accordingly
• Test different formats and channels to get the
most bang for your buck
25
30. Step 8: Set Test and
Implementation Plan
• Evaluate audiences that are most critical to impacting
goals
– Identify groups of customers that will move the needle on
your business most if more engaged
– Identify best media mix to reach your audience
• Set revenue goals to make sure costs are offset and
positive ROI is achieved
• Schedule implementation with enough time to read
results accurately and rollout next steps
• An implementation plan will help ensure that no steps are
overlooked and that each team member is clear on their
role
30
32. Step 9: Create a Brand
• Consider a “voice” for your communications so that
all touches are consistent
• Make sure look and feel of touches are clearly
from the same family of communications
– Informational, promotional, whatever the objective
• Carry the branding throughout the customer’s
lifecycle even if touches are internally managed
in different groups
– All touches should clearly be coming from one company
32
34. Step 10: Go to Market and Refine
Build the
communications map
Refine strategies to Define the target to test
test again against control
Measure results
against objectives
34
36. Case Study: DIRECTV
Building a New Customer On-Boarding Strategy
• The Business Problem
– In 2008, DIRECTV found that the number of new customers that were
churning off the platform within their first 90 days was on the rise and
communication weren’t consistent across the various internal groups
• The Solution
– Launched project to create an on-boarding strategy
– Executed the 10 key steps above beginning with setting
quantifiable objectives to:
• Reduce churn and improve engagement
• Increase customer satisfaction numbers
• Improve installation experience
– Created an integrated multi-channel plan to reach
customers via installers, email, direct mail, and phone
during their first 30 days of service
36
38. Case Study: DIRECTV
Building a New Customer
On-Boarding Strategy
• The Results
• In 2011, conducted a review and found an increase in all key metrics
including reduced churn and improved customer satisfaction
• Next Steps
• Now building the 2.0 version to evolve to a hyper-customized
approach based on psychographic and lifestyle information to
increase relevance
– Asking key questions at registration to target messages
– Respecting how customers want to be contacted
– Creating a community online through a Welcome Center
– Integrating the website into the experience rather than just sending
customers there
38
39. Case Study: Clearwire
Developing a Customer
Communications Program
• Started with zero customers and had to develop
a plan
• Closely aligned to 10 step process to develop a
CRM program
• Set priorities and timeline
• Internal mapping
39
40. StrategyMaster™ Planning Process
• Designed to help marketers make significant improvements to their
communication programs
• Will establish a visual strategic mapping framework to help manage
tactical implementations of marketing activities aligned around specific
strategies that have been determined to achieve the given goal(s)
• The first three steps within our strategic process include:
– Strategic planning
– Visual mapping
– Road mapping and prioritization of implementation plans
• The structure ensures the plan is rooted in activities that are focused on
achieving the goals and objectives established
• Designed to ensure that the plan is adhered to, while being flexible to
adapt to changing market conditions and shifts in strategic priorities
• Participation by key stakeholders and support teams is a critical
component to the success of the planning process
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44. Need for Multi Channel Approach
• Only 20% of customers open one or more emails
with weekly contact strategy
• Although DM 5X cost of EM – the CPS were the
same opening up available universe and increasing
the total number of reactivations
DM had X times higher response rate
DM had X times higher take rate
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