商业客户管理流程行销理论篇.ppt

* No text for this slide * * * * * * * * * * * * * * To validate economic impact and key variables a 4 board template should be used INIT * * A creative strategy has 8 elements that can be played to address price perception communication challenges INIT * For each of the variables selected adequate comparisons have to be chosen * * * * * * * * * * * * * * * Effective churn management can be achieved through win-back, retention, and/or acquisition programs. Each program consists of three stages. First, the company develops customer insight that provides an understanding of the reasons for churn and determines each customer segment’s ability to be targeted. Second, the company creates compelling offers and programs based on customer insights. Finally, the company makes operational, tracks, and refines its offers and programs. The three programs detailed on this slide target very different customer segments. In the case of win-back programs, the company already has valuable information about the customers and may have directly or indirectly captured information on the cause for disconnection. Acquisition programs depend on market research to understand the needs of new customers, who are then targeted using mass-media approaches. Insights into customers from this type of program are less concrete than those for win-back programs and this makes success more difficult. Retention programs fall in the middle of the spectrum. The target customers are already using the company’s services, but the company requires better insights into their actions and needs. Behavior models are effective tools for predicting when customers are likely to churn. Programs can be developed to reach customers during this critical period and increase the company’s retention. * * * * * * * * * * * * * * Fifth, customer service will become an increasingly important differentiator. As the chart shows, SMEs assign a high value to several elements of customer service. Network reliability are esp