1. Katy Raines is a consultant specializing in customer loyalty and data-driven marketing. She has over 15 years of experience in marketing departments and is now working with USUS on a 4-year CRM project.
2. The document discusses the importance of CRM and provides examples of how organizations have improved their CRM efforts. It emphasizes that not all customers are equally valuable and that customers have different needs. Tailoring communications based on customer data and insights can increase returns.
3. The USUS CRM project is working with 6 cultural organizations to help them focus on CRM. The project aims to report learnings over time to show how CRM can deliver business benefits like increased sales
This is a webinar that I did as a guest speaker for AxientCX and OpenText about how the banking and finance industry can become more customer centric.
Download the research here:
http://unbouncepages.com/axientassets/
Customer centricity marketing masterclass in LisbonMichael Leander
These are slides from the Marketing Customer Centricity Masterclass in Lisbon, Portugal. Organized by Mediapost Portugal and presented by Michael Leander with Antoine Blanchys.
Webinar: Beauty Brands: How to Transform Your Customer Experience with Person...Pure360
Beauty is one of the fastest growing retail sector in eCommerce. The online beauty market in the UK is forecast to grow 21.1% over the next five years.
With this growth comes competition. Keeping customers coming back is a big challenge but also a huge opportunity.
Within this webinar we look at the tactics beauty brands can use to:
- Create a stand out personalised customer experience
- Drive purchase intent with proactive marketing
- Improve conversion rates
- Increase repeat purchases and loyalty with post-purchase marketing
To watch the webinar, please visit: https://www.pure360.com/webinar/beauty-brands-how-to-transform-your-customer-experience-with-personalisation/
Travel Industry - Maximising Customer Retention Post GDPR Pure360
ABTA Conference: Data Protection and Management in Travel Post-GDPR
Whilst May 25 was the deadline for the General Data Protection Regulation, the reality is that compliance is just beginning. As with any significant new legislation, the text of the GDPR leaves open many interpretive questions and businesses will need to address emerging privacy and security threats in the months and years ahead. Compliance is not just a one off exercise, but an ongoing business process that evolves over time.
With pain points such as reduced list growth and engagement, discover how to retain your customers and grow your email lists post GDPR.
The presentation covers:
- The power of automations to increase customer retention and to drive revenue
- Introducing engaging welcome campaigns to add value from the start
- How to wake up your lapsed and unengaged customers
- Why a preference centre is a must post GDPR
This is a webinar that I did as a guest speaker for AxientCX and OpenText about how the banking and finance industry can become more customer centric.
Download the research here:
http://unbouncepages.com/axientassets/
Customer centricity marketing masterclass in LisbonMichael Leander
These are slides from the Marketing Customer Centricity Masterclass in Lisbon, Portugal. Organized by Mediapost Portugal and presented by Michael Leander with Antoine Blanchys.
Webinar: Beauty Brands: How to Transform Your Customer Experience with Person...Pure360
Beauty is one of the fastest growing retail sector in eCommerce. The online beauty market in the UK is forecast to grow 21.1% over the next five years.
With this growth comes competition. Keeping customers coming back is a big challenge but also a huge opportunity.
Within this webinar we look at the tactics beauty brands can use to:
- Create a stand out personalised customer experience
- Drive purchase intent with proactive marketing
- Improve conversion rates
- Increase repeat purchases and loyalty with post-purchase marketing
To watch the webinar, please visit: https://www.pure360.com/webinar/beauty-brands-how-to-transform-your-customer-experience-with-personalisation/
Travel Industry - Maximising Customer Retention Post GDPR Pure360
ABTA Conference: Data Protection and Management in Travel Post-GDPR
Whilst May 25 was the deadline for the General Data Protection Regulation, the reality is that compliance is just beginning. As with any significant new legislation, the text of the GDPR leaves open many interpretive questions and businesses will need to address emerging privacy and security threats in the months and years ahead. Compliance is not just a one off exercise, but an ongoing business process that evolves over time.
With pain points such as reduced list growth and engagement, discover how to retain your customers and grow your email lists post GDPR.
The presentation covers:
- The power of automations to increase customer retention and to drive revenue
- Introducing engaging welcome campaigns to add value from the start
- How to wake up your lapsed and unengaged customers
- Why a preference centre is a must post GDPR
This presentation shall help you with the basics of the Direct Marketing to boost Revenue. As a management faculty this presentation was prepared for academic purposes having practical insights.
Welcome to the world of conversational sales & marketing - Onva is a world leading word-of-mouth sales and marketing consultancy. Our advantage helps our clients sell more for less
CRM is how a customer looks to a company, while CEM is really how the company looks to the customer.
CRM comes after the experience, and CEM works hard on anticipating it.
"By 2020, the customer will manage 85% of the relationship with an enterprise without interacting with a human." (Source –Gartner).
Have you heard the term "look where you're going"? Usually referring to someone who isn't paying attention, right? In the case of 2020, and Gartner's prediction, the phrase takes a different meaning; contact centers need to look where they are going with customer interactions. It wasn't very long ago that offering web chats was "state of the art". Fast forward a few years and the "just text me" generation will soon make up a majority of your customer base.
So, how do you prepare?
Here are 5 practical steps you can start doing today to catapult your contact center through the next wave of customer expectations:
1) How to empower agents and customers with consistent information regardless of contact channel.
2) How to begin integrating social channels into your service model (which may include, "first tweet resolution").
3) Mobile customer support? Where do you begin?
4) Use quality and performance measurement to design a better customer experience.
5) How to start automating your contact center processes.
This presentation shall help you with the basics of the Direct Marketing to boost Revenue. As a management faculty this presentation was prepared for academic purposes having practical insights.
Welcome to the world of conversational sales & marketing - Onva is a world leading word-of-mouth sales and marketing consultancy. Our advantage helps our clients sell more for less
CRM is how a customer looks to a company, while CEM is really how the company looks to the customer.
CRM comes after the experience, and CEM works hard on anticipating it.
"By 2020, the customer will manage 85% of the relationship with an enterprise without interacting with a human." (Source –Gartner).
Have you heard the term "look where you're going"? Usually referring to someone who isn't paying attention, right? In the case of 2020, and Gartner's prediction, the phrase takes a different meaning; contact centers need to look where they are going with customer interactions. It wasn't very long ago that offering web chats was "state of the art". Fast forward a few years and the "just text me" generation will soon make up a majority of your customer base.
So, how do you prepare?
Here are 5 practical steps you can start doing today to catapult your contact center through the next wave of customer expectations:
1) How to empower agents and customers with consistent information regardless of contact channel.
2) How to begin integrating social channels into your service model (which may include, "first tweet resolution").
3) Mobile customer support? Where do you begin?
4) Use quality and performance measurement to design a better customer experience.
5) How to start automating your contact center processes.
Here is George Deeb's presentation to the 2014 class of entrepreneurs at Founder Institute in Chicago. Lots of good information herein on how to drive revenues and attract investors with your traction. George is the Managing Partner at Red Rocket Ventures (www.RedRocketVC.com), a Chicago-based startup consulting, shared executive and fund raising firm. You can follow George on Twitter at http://twitter.com/georgedeeb.
Marc Munier from email marketing providers Pure360 and Seatwave team up at a DMA Masterclass to share advice and insight into how marketers can grow their email marketing lists and use them for the best results.
During which you will be familiarized with the fundamentals you need to know as a successful electronic marketer prior to starting the execution of electronic advertising campaigns.
Instructor:
Main Topics:
What a digital marketer should know before starting?
What Is Digital Marketing?
What Is Traditional Marketing?
Digital Marketing Vs Traditional Marketing
Markets / Audiences
Audience, Segment & Persona!
Customers Types
Challenges we face with customers
Marketing Funnel
The selling techniques
Leads /Potential Customers
Stages through which customs pass
E-Commerce
User Experience
Information required for the digital marketer
AB Testing
Digital Marketing Channels
Important terms for each digital marketer
Some of the tools which are necessary for digital marketing
Requirements for Tools Integration
Digital Marketing Stages
Digital Marketing Strategy
Digital Marketing Process
Performance Tracking & Analytics
Optimization Process
Optimization Goals
Anas Ali, CDM
Business & Marketing Program Co-founder @ OmniPlanDigital Marketing Manager @ Allympiapass for 6 countries
6 years experience in digital marketing
Co-founder of:
cavvu.com
arabinno.com
life-drop.com
kadohat.com
LinkedIn: https://linkedin.com/in/anasismail/
David Cole of fast.MAP outlines the changes that have happened across the last 7 years of the survey.
Beginning this year, an increased focus on promotions has revealed significantly more areas where Marketers feelings are not borne out by the facts.
This presentation runs through all of the key areas correcting the impressions in some critical areas.
Chisolm Hunter asked me to look at their current online retail offering and provide some background as to how I would look at campaign management with them - these slides show my approach but also highlight the challenges they face to drive the online offering forward.
Similar to CRM - just get started by Katy Raines (20)
Presentasjon av merkevareposisjon "Kristiansand som reisemål"Visit Sørlandet AS
Hvilken posisjon som reisemål skal Kristiansand ta i fremtiden?
Presentasjon resultat av prosess merkevareposisjonering av Kristiansand som reisemål presentert av Visit Sørlandet AS på frokostmøte i Næringsforeningen for Kristiansandsregionen.
Prosjektet er eiet av Visit Sørlandet, og prosessen er gjennomført i samarbeid med firmaet Backer&Bang.
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
What is the TDS Return Filing Due Date for FY 2024-25.pdfseoforlegalpillers
It is crucial for the taxpayers to understand about the TDS Return Filing Due Date, so that they can fulfill your TDS obligations efficiently. Taxpayers can avoid penalties by sticking to the deadlines and by accurate filing of TDS. Timely filing of TDS will make sure about the availability of tax credits. You can also seek the professional guidance of experts like Legal Pillers for timely filing of the TDS Return.
Recruiting in the Digital Age: A Social Media MasterclassLuanWise
In this masterclass, presented at the Global HR Summit on 5th June 2024, Luan Wise explored the essential features of social media platforms that support talent acquisition, including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok.
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
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.🤯
We will dig deeper into:
1. How to capture video testimonials that convert from your audience 🎥
2. How to leverage your testimonials to boost your sales 💲
3. How you can capture more CRM data to understand your audience better through video testimonials. 📊
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
Digital Transformation and IT Strategy Toolkit and TemplatesAurelien Domont, MBA
This Digital Transformation and IT Strategy Toolkit was created by ex-McKinsey, Deloitte and BCG Management Consultants, after more than 5,000 hours of work. It is considered the world's best & most comprehensive Digital Transformation and IT Strategy Toolkit. It includes all the Frameworks, Best Practices & Templates required to successfully undertake the Digital Transformation of your organization and define a robust IT Strategy.
Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
This PowerPoint presentation is only a small preview of our Toolkits. For more details, visit www.domontconsulting.com
At Techbox Square, in Singapore, we're not just creative web designers and developers, we're the driving force behind your brand identity. Contact us today.
Improving profitability for small businessBen Wann
In this comprehensive presentation, we will explore strategies and practical tips for enhancing profitability in small businesses. Tailored to meet the unique challenges faced by small enterprises, this session covers various aspects that directly impact the bottom line. Attendees will learn how to optimize operational efficiency, manage expenses, and increase revenue through innovative marketing and customer engagement techniques.
"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
𝐓𝐉 𝐂𝐨𝐦𝐬 provides unlimited package services including such as Event organizing, Event planning, Event production, Manpower, PR marketing, Design 2D/3D, VIP protocols, Interpreter agency, etc.
Sports events - Golf competitions/billiards competitions/company sports events: dynamic and challenging
⭐ 𝐅𝐞𝐚𝐭𝐮𝐫𝐞𝐝 𝐩𝐫𝐨𝐣𝐞𝐜𝐭𝐬:
➢ 2024 BAEKHYUN [Lonsdaleite] IN HO CHI MINH
➢ SUPER JUNIOR-L.S.S. THE SHOW : Th3ee Guys in HO CHI MINH
➢FreenBecky 1st Fan Meeting in Vietnam
➢CHILDREN ART EXHIBITION 2024: BEYOND BARRIERS
➢ WOW K-Music Festival 2023
➢ Winner [CROSS] Tour in HCM
➢ Super Show 9 in HCM with Super Junior
➢ HCMC - Gyeongsangbuk-do Culture and Tourism Festival
➢ Korean Vietnam Partnership - Fair with LG
➢ Korean President visits Samsung Electronics R&D Center
➢ Vietnam Food Expo with Lotte Wellfood
"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
2. About me
Music
Graduate, Cambridge University
Spent
15 years running Marketing departments in UK
theatres
Consultant
since 2004, specialising in Customer
Loyalty and data-driven marketing
Clients
include Royal Shakespeare Company, Opera
North, The Lowry, Symphony Hall Birmingham, Wales
Millennium Centre, Ulster Orchestra
Now
working with USUS on 4 year project to improve
CRM effectiveness
3. CRM – Just get started!
A reminder
of CRM
The
changing marketing environment
The
CRM cycle
What
The
CRM Can deliver
USUS project – what we’re learning
– how to get started (if you haven’t
already)
CRM
4. A reminder of CRM
1.
Not all customers are equally valuable
2.
It costs 5 times more to acquire a
customer than keep an existing one
3.
Customers have different needs, which
need to be reflected in your marketing
communications with them
5. Frequency
1. All customers are not equally valuable
8+ times
per year
2%
5-7 times
per year
2-4 times
per year
Once
per year
% of income in 1
year
60%
4%
26%
68%
% of bookers in 1 year
25%
15%
7. Segmentation
3. Customers have different needs
2%
4%
26%
68%
% of bookers by frequency band
These people have
different needs
From these people
8. Ulster Orchestra,
Belfast
‘Old’
model
Were sending all their customer the same thing – a
large 32-page season brochure, costing £1 per issue
Return on investment 1.6:1
‘New
model’
Sent different customers different things
For 90% of the customers this meant sending them
LESS information, but more RELEVANT
Return on Investment increased to 21:1
9. The changing marketing
environment
Digital
explosion = Consumers
bombarded with content
Growth
of tools and sites to ‘aggregate’
and make sense of content for
consumers to digest
Expectation
of content matched to
need and preference
NB. This is no longer a ‘nice to have’ –
it’s essential!
10. email content - relevant
Tailored to match
my previous
purchases
General
message
to
everyone
12. And what about Social Media?
Customer
‘tunes in’ at
various points
Organisation
Broadcasts messages
Social Media
Organisation
Sends direct
messages
Customer
CRM / Direct
Marketing
They are different tools for different purposes
13. The results
– to build loyalty and affinity
by reflecting their needs back to them
with relevant (and personalised) content
Opportunity
– customers will ignore your
content as it isn’t relevant, and you will
lose them
Threat
15. The CRM cycle – building blocks
New customer
What can you do
to welcome new
customers?
Purchase
Can you
recognise a new
customer?
Frequency
Do you know a
customer’s
purchasing
patterns?
Purchase
What can you do to
increase the frequency
they buy from / visit
you?
Purchase
Purchase
How do you
know when
someone has
lapsed?
Lapse
What can you
do when they
go?
16. My local farm shop – seasonal
New customer
produce invited
Enquiry
New customers
to join the ‘veg-watch’
list – to be informed
when different produce
New
available
Frequency
customer
Regular updates via
email and social
Purchase
Purchase
media:
- Asparagus season
was 3 weeks early
Frequenc
in 2011
- Fruit season was
y
non-existent in
2012
Purchase
- Vouchers for Purchase
redemption to
monitor
Lapse
Requests to
Lapsed
update mailing
customer
list
preferences
17. The CRM cycle – another stage
Enquiry
New
customer
Purchase
Purchase
Frequenc
y
Purchase
Purchase
Lapsed
customer
18. French Gite aimed at young families
New customer
Enquiry
Nothing done with
enquirers who didn’t
book
New
customerFrequency
Fantastic re-purchase
Purchase1/3 of families
Purchase
rates:
came back at least
one more year –
many Frequenc 5
every year for
years
y
Purchase
Purchase
Lapse
Built-In lapse
Lapsed
rate – when
customer
kids >6
19. The CRM cycle – French Gite
Enquiry
New
customer
Purchase
Purchase
Frequenc
y
Purchase
Purchase
Lapsed
customer
20. Hotel near Legoland Resort,
Windsor
Enquiry
New
customer
Pre-visit email with all
details about my stay
Purchase
Post-visit email to
Purchase
check on my
experience
Frequenc
y
Purchase
Purchase
Lapsed
customer
21. What a good CRM programme can
deliver
Increased
Keeping
frequency from existing customers
more customers year on year
Reduced
marketing costs and improved
return on investment
Brand
affinity and loyalty
Improved
customer insight to aid business
planning and programme/product
development
22. Building a picture of the customer
Purchasing
behaviour
Frequency
Recency
Types of product
Social media behaviour
Re-tweets
Likes
The
Customer
Attitudes and preferences
Stated comms preferences
Stated product preferences
Feedback / comments
Response to
comms
Purchase
Clicks
Timing
Type
Profile
Geography
Demographics –
age, income etc.
25. Symphony Hall Birmingham –
challenges
Too
much ‘choice’ and information for the
customer
Wide
range of events
The
Customer
changing daily – often going on sale
at late notice
Events
Customers
are annoyed if things sell out
before they’ve heard about them
26. Symphony Hall Birmingham
‘Old’
model – one size fits all
Were sending all their customer the same thing – a
large 32-page season brochure, every 2 months
The
Return on investment average 1.5:1
Customer
‘New
model’
Sent different customers different things
First round of communications for Classical Music
Return on Investment increased to 9:1
29. Symphony Hall Birmingham
‘Old’
model – one size fits all
Were sending all their customer the same thing – a
large 32-page season brochure, every 2 months
The
Return on investment average 1.5:1
Customer
‘New
model’
Sent different customers different things
First round of communications for Classical Music
Return on Investment increased to 9:1
30. USUS CRM Project 2012-2015
Working
closely with 6 USUS members who want to
focus on CRM
Kino Sør
Kilden
Dyreparken
Kragero Resort
Canal Street Jazz and Blues Festival
Grimstad Bys Museums
Reporting
back and showing progress to USUS
Cluster as we go along
31. Building a picture of the customer
Purchasing
behaviour
Frequency
Recency
Types of product
Social media behaviour
Re-tweets
Likes
The
Customer
Attitudes and preferences
Stated comms preferences
Stated product preferences
Feedback / comments
Response to
comms
Purchase
Clicks
Timing
Type
Profile
Geography
Demographics –
age, income etc.
37. Kragero Resort
Data analysis of booking database:
Identified Key segments:
Leisure
Business
Spa
Golf
Families
Couples
Different email content to each segment
Has it worked?
38. USUS CRM Project 2012-2015
What
How
How
are we learning?
can you benefit from our learning?
can you get started, or move on to the
next stage?
39. USUS CRM Project 2012-2015
What are we learning?
Data
What
works?
Seeing
the bigger picture
40. What are we learning about CRM?
1. Data
It starts with good customer data capture
We can learn a lot just from looking at the data
Canal Street Jazz & Blues Festival
Residents
Day trippers
Overnights
17%
20%
11%
25%
10%
73%
70%
2011
2012
12%
63%
2010
41. CRM: Just Get Started
1. Data
What
data do you already have about your
customers?
Enquiries?
Bookings?
Value?
Preferences?
How
do you use this data now?
To understand more about your customers and inform your
marketing activity (eg. Canal St)
To target them with more relevant marketing communications
(eg. Kragero Resort, Kino Sør)
42. CRM: Just Get Started
1. Data
How
could you improve your data collection?
Quantity
Quality
43. What are we learning about CRM?
2. Learning what works
We
need to know what has worked
We
need a ‘baseline’ position
In
many cases we don’t have the systems /
processes in place to do this
It
doesn’t have to be complicated
44. CRM: Just Get Started
2. Learning what works
Comparing 2 email campaigns
Income per email sent (average)
All customers
Segment 1
Segment 2
Segment 3
average (all)
Unsegmented Segmented
(old)
(new)
£0.17
£0.22
£1.57
£0.23
£0.17
£0.36
Baseline
position
Comparison
Has it
worked?
112%
45. CRM: Just Get Started
2. Learning what works
Can
you measure the effectiveness of your
marketing activity?
Can
you compare the success of different activities?
What
How
could you put in place to do this?
would you create the ‘baseline’ measure(s) to
compare against?
46. What are we learning about CRM?
3. Seeing the bigger picture
We
need to understand how CRM can deliver on
business performance
We
need to SHOW others (internally) why a CRM
focus will pay off in the LONG term
47. CRM: Just Get Started
Seeing the bigger picture
Typical business measures
Business Performance
Total Sales (NOK)
Total Customers
Total Marketing
Spend
48. CRM: Just Get Started
Seeing the bigger picture
Business Performance
Marketing Effectiveness
Customer Engagement
Are we selling more /
growing?
Is our marketing spend
achieving more?
Are our customers more
engaged with us / our
brand?
49. CRM: Just Get Started
Seeing the bigger picture
Business Performance
Total Sales (NOK)
Marketing Effectiveness
Total Marketing
Spend
Total Customers
Customer Frequency
% sales from retained
Customer Retention
customers vs new
Marketing ROI (return
customers
on investment)
Customer Engagement
% customers retained
vs new
50. Example – Business Performance
Average £
Customers Sales income per customer
5500
£345,000
£62.73
Customers
New Customers
Retained customers
Income
New Customers
Retained customers
Average £ per
customer
£136.36
30%
65%
£31.17
70%
35%
New Customers
Retained customers
51. Example – Marketing Effectiveness
Marketing ROI
14.00
13.50
Marketing ROI
13.00
Total income
12.50
Total marketing spend
12.00
11.50
11.00
2008-09
2009-210
2010-11
52. Example: Customer Engagement
Frequency
8+ times
per year
2%
5-7 times
per year
2-4 times
per year
Once
per year
% of income in 1
year
60%
4%
26%
68%
% of customers in 1 year
25%
15%
54. CRM: Just Get Started
Seeing the bigger picture
Business Performance
Total Sales (NOK)
Marketing Effectiveness
Total Marketing
Spend
Customer Engagement
Customer Frequency
% sales from retained
Customer Retention
customers vs new
Marketing ROI (return
customers
on investment)
Total Customers
% customers retained
vs new
+ by campaign
+ by segment
55. CRM: Just Get Started
Next steps
How
Follow the progress of the case studies – presentations at
future USUS events
How
you can benefit from the USUS project:
you can get started or move forwards
Take a ‘self-assessment’ of your CRM capability
Complete our ‘CRM Basic’ Toolkit
Talk to your USUS Account Manager