Selecting the right target for your marketing.docVIP

 PAGE \* MERGEFORMAT 9 Selecting the right target for your marketing The new regional president George faces. He had just been promoted, as the company’s president of a smaller area, which is good news, and bad news is that he had just taken over the region - and in profitability, revenue growth and the degree of customer complaints and other aspects - a long-term in all eight regions ranked last first. In the first few weeks after taking over, George’s performance in the region and in accordance with the priority level of the existing problems of the sort. He decided to concentrate on addressing the most immediate problems: improve customer service levels. Compared to other areas in his region of the customer churn rate is much higher. Despite the increase in new customer sales staff has done a considerable amount of work, but many customers left in the first year. He made the financial heads of the statistics and found that if he can reduce customer churn rate to the average level of other regions, then each quarter revenues in the region could increase by about 2 million U.S. dollars. He also enables marketers to identify customers the reasons for such a high turnover rate. When the sales staff reported to him that, according to customers that they have to switch to other companies, services, the main reason for the delay in the monthly bills come out, and when they hit the company’s calls for help, feel very disappointed. In this regard, he was not surprised. Then, he found customer service supervisor, would like to find in dealing with customer request, the reasons for long delays. The supervisor told him that she had been aware of this issue, and has been in the last two companies in drawing up the budget request for an increase of 20% of the manpower, but they all refused. George promised that if this tool can solve the problem, you can increase the manpower. But he knew that to get the consent of the headquarters is not easy, so he would like to str