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SA-SU0050-030611-A4重要资料敬请保密看后删除第1页,共23页。
SA-SU0050-030611-A42SEGMENT MANAGEMENT TREND - 1e.g. those that leave or reduce relationship because actively dissatisfied, often by a specific eventinertial migrators 第2页,共23页。
SA-SU0050-030611-A43ESSENTIAL TO UNDERSTAND ISSUE DRIVERS AND COST OF FIXINGSources of dissatisfactionUnderstand what drives dissatisfactionUnderstand cost of fixingUse key breakpoints not to overspend Structural driversProblem resolutionDissatisfaction opportunityHigh %Low %CoverageService levelFriendly staffConsistency of serviceQuick resolution Source: McKinsey proprietary research第3页,共23页。
SA-SU0050-030611-A44deliberative migrators e.g., frequently re-evaluate decisions, reaffirm/switch to chosen brand based on merits; rational decision-makerSEGMENT MANAGEMENT TREND - 2第4页,共23页。
SA-SU0050-030611-A45SEGMENT IS MORE COMPLEX, DUE TO DELIBERATION ON SEVERAL DIMENSIONSProduct and performance attributesValueQualityFunctional benefitsRelationship benefitsValue based on personalized serviceStrong emotional relevanceInformation sharing that creates value exchangeDifferentiated loyalty rewardsProcess benefitsEase of access to product informationBroad product selectionSimplified/assisted decision makingConvenient transactionsAutomatic product replenishment第5页,共23页。
SA-SU0050-030611-A46SEGMENTING CUSTOMERS WITH DISTINCT BENEFIT PREFERENCESSegment characteristics Percentage of populationProcess and relationshipFunction and processFunction and relationshipFunction onlyConsider brand relationship important and have high expectations for the standard of customer serviceWant product features and efficient, effective customer serviceWant good value and the chance to earn rewards for loyaltyWant combination of quality and value3382237Credit cardsInsurance第6页,共23页。
SA-SU0050-030611-A47IMPLICATIONS FOR BUILDING LOYALTY AMONG THOSE CHOOSING TO GO OR STAYUnderstand drivers of deliberationCreate/package the right set of benefitsAddress underlying basic issues (e.g., p
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