PPT经典版式案例.pptVIP

Would you still “engage”? After the lies, the forgetting, the disregard, the customer promiscuity FUTURELAB 5,250,000 inhabitants X 90% = 4,725,000 Shoppers X 2.5% = 118,250 people representing 80% sales Imagine these figures travel to Finland Your windfall Many CPG’s “could” know every customer FUTURELAB Relevance Engagement Reputation C u s t o m e r J o u r n e y Relevance Engagement Reputation € FUTURELAB I’m a great lover ... DIRECT SALES ? ADVERTISING He’s a *great* lover !! BUILD A REPUTATION FUTURELAB Imagine that I want to convince you of my skills as a lover. To Illustrate the value of a reputation % of people who trust companies less in 2009 than in 2008 Source: Edelman Trust Barometer, 2009 When it comes to company information, a “peer” is as credible as an industry analyst and only preceeded by an “expert” Source: Edelman Trust Barometer, 2009 Word-of-Mouth is the #1 influence on business-to-business buying decisions Source: Keller Fay, 2006 Nearly 70% of consumers surveyed thought that pharmaceutical information from peers was credible and believable, even if the peers were not experts. Source: Keller Fay, July 2008 FUTURELAB It’s the same for any brand FUTURELAB The value of a reputation Show Me the Money !! Net Promoter Score is a registered trademark of Fred Reichheld, Satmetrix and Bain Company 0 1 2 3 4 5 6 7 8 9 10 Net Promoter Score is a registered tradmark of Satmetrix, Fred Reichheld and Bain Company How likely are you to recommend ? FUTURELAB Those who speak well about you are more profitable Customers that are so happy they recommend are the most profitable of all… They spend more They negotiate less They stay longer They are easier to service They upgrade quicker They bring their friends Case: Lifetime customer value Disguised € 3,000 Detractors € 9,000 Neutrals €42,000 Promoters Source: Net Promoter ? Economics: the Impact of WOM, Satmetrix, 2008 Case in Point: Apple FUTURELAB Total Customer Value of an Apple advocate is a