MikailiLilly 高级客户关怀 埃森哲.ppt

Copyright ? 2006 Accenture All Rights Reserved. Copyright ? 2006 Accenture All Rights Reserved. Accenture, its logo, and High Performance Delivered are trademarks of Accenture. Driving High Performance for a Large Wireless Communication Company Through Advanced Customer Insight Accenture Consulting – CRM Customer Insight Presenters: Ramin Mikaili and Lynette Lilly * Copyright ? 2006 Accenture All Rights Reserved. In saturated competitive markets, the economics of acquisition and retention becomes painfully obvious and requires a shift in the marketing mix from using the 4 Ps to the 4 Rs. 1 1. James G. Barnes book Secrets of Customer Relationship Management McGraw Hill copyright 2000, 23 Why Customer Insight? 4 Ps Price Product Promotion Place 4 Rs Relationships: effective communication, trust, commitment, understanding customer needs Retention: targeted incentives, rewards, loyalty programs for specific segments Referrals: value selling, Communication Recovery: strong win-back programs, product and service development Acquisition determines how fast a company can grow. Retention determines whether a company will survive over time. * Copyright ? 2006 Accenture All Rights Reserved. Levels Of Insight Retention, up-sell, or service Acquisition, capital investments Mass media buys Corporate Branding MA/Alliance Strategy Corporate Strategy Price Plans/Bundling Capital/Technology Investment Strategy Corporate Direction Network Build New Market Entry IT project prioritization Supply Chain Strategy Promotions New Business/Growth Strategy Acquisition campaigns Network decisions Retail Strategy Channel Strategy Product prioritization POS technology Store design/inventor Accessory mix Alliance prioritization Marketing: The “P’s? R’s” Bundles Retention offers Cross sell of value added services Differentiated customer service Telesales calling lists Web site personalization Lifecycle communication plan 5-10 Segments 50-100 Cells Millions of Customers Illustrative Bus