麦肯锡—drive revenue.pptVIP

Driving Revenues through eCRM Jai Mukherjee, Sue Whalley, Sabine Wittlinger Overview of effective eCRM to drive revenues Overview of effective eCRM to drive revenues Key learnings from ePerformance survey Top performers capture a disproportionate share of the value created Customer retention is the biggest driver of NPV and should be the focus for online businesses Repeat customer are more valuable, yet many sites still cannot find ways to encourage repeat business ePerformance reveals that top performers are better at driving retention Incumbent e-tailers convert better while maintaining lower costs Which is reflected in comparative financials However, for content sites, pure-plays engender greater loyalty... ... and thus achieve relatively comparable performance levels Overview of effective eCRM to drive revenues Five eCRM drivers of operational excellence Targeted marketing is more important than a large marketing budget Banners can be evaluated for how much traffic they drive as well as the interest level of that traffic Ultimately it is the quality of the leads that determines which banner is the most effective Segmentation of source locations Five eCRM drivers of operational excellence Focus is on specific customer groups Understand the real value of your most profitable customers Internet lender used basic web tracking data to define five behavioural segments Segments were profiled to drive programme development A deep understanding of customer and visitor segments is essential to know which bottlenecks to target Key to success in multi-channel marketing is segmentation of customers by channel use Five eCRM drivers of operational excellence In financial services, multi-channel customers are 23% more valuable than the average customer Aggressive players are raising the stakes with large investments True multi-channel value propositions are emerging slowly Critical to start managing channels as a network But businesses need to avoid the trap of being