Contact strategy - Houston Texas Bauer College of Business - UH接触策略-休斯敦德克萨斯大学鲍尔商学院-嗯.pptVIP

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2018-06-24 发布于四川
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Contact strategy - Houston Texas Bauer College of Business - UH接触策略-休斯敦德克萨斯大学鲍尔商学院-嗯.ppt

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Contact strategy - Houston Texas Bauer College of Business - UH接触策略-休斯敦德克萨斯大学鲍尔商学院-嗯

Contact strategy Contact Strategy: What is it? Contact strategy deals with using information about Customer purchases Promotion patterns Interests, and Preferences In order to Regulate the frequency and sequence of customer contact Customize the offer, creative thrust, and positioning of contacts What is new in today’s Contact Strategy All the key decision criteria are based at the customer or individual level A customer is included in a promotion or campaign depending on whether there is any incremental profit from contacting the customer What is new in today’s Contact strategy Previously all customers who did not own product A were mailed promotions about product A. Today, a customer is mailed promotions about product A depending on How long a person has been a customer? What products the person has previously bought? What were the person’s responses to previous mailings, or contacts? What are the purchase patterns of the person? These factors are then combined to compute the Return on Investment (ROI) for a particular customer Customer Lifetime Value Lifetime value is the NPV of the profit that you will realize on a new customer during a given number of years Factors in calculation of CLTV - Retention rate - Spending rate - Acquisition cost - Discount rate - NPV calculation - Referral rate Customer Lifetime Value Ridgeway Fashions is in fashion retailing Wants to test idea of a Birthday Club Women provide their fashion preferences and their husband’s business address. Ridgeway sends husbands a reminder and hints for gifts before wife’s birthday We will look at Ridgeway before and after the Birthday Club Look at 20000 customers over a 3 year period Customer Lifetime Value Retention rate - The single most important number in the lifetime value table - Is calculated by a simple formula: RR=year X customers/year 1 customers eg RR=8000/20000=40% - Year X customers represent those Year 1 customers who are still buying in the later year Customer Lifetim