MikailiLilly高级客户关怀埃森哲.ppt

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1、Driving High Performance for a Large Wireless Communication Company Through Advanced Customer Insight,Accenture Consulting CRM Customer InsightPresenters:Ramin Mikaili and Lynette Lilly,In saturated competitive markets,the economics of acquisition and retention becomes painfully obvious and requires

2、 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,page 22-23,Why Customer Insight?,4 PsPriceProductPromotionPlace,4 RsRelationships:effective communication,trust,commitment,understanding custom

3、er needs Retention:targeted incentives,rewards,loyalty programs for specific segmentsReferrals:value selling,CommunicationRecovery: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

4、.,Levels Of Insight,Various analysis types are employed to make sound decisions about corporate direction,acquisition and capital investments,retention,ups-sell or service.,Approach,Accenture implemented a phased approach for a successful Customer Insight Revenue Generation program.,-20%,0%,20%,40%,

5、60%,80%,100%,%of Potential Value Captured,Insight Obtainment,Insight ApplicationDevelop tactical targeting toolsApply test and control methodology to examine/generate hypothesesIdentify the customer data requirements for enhancing the effectivenessDevelop optimal campaign program planDevelop long te

6、rm road map,Sustained Customer InsightInstitutionalize insight throughout the organizationIngrain new processes in the organization,ILLUSTRATIVE,Insight ServicesExtend/expand the scope of revenue growth strategy to include other channels,customer base,InfrastructureDevelop technology based capabilit

7、ies,Value Capture,Value Targeting,Phase 1,Phase 2,Leverage Results to Entire Base,Phase 4,Results Tracking&Monitoring,Phase 3,Establish Growth Strategy,Prove Effectiveness,Improve Efficiency,Identify growth opportunitiesDevelop a caseEstablish benefits Prioritize initiatives,Client SituationThe Life

8、cycle Group is responsible for maximizing the lifetime value of the customer baseTheir traditional focus has been retention.Team has had significant success reducing churn and increasing the portion of the base under contract,As these churn programs have matured,focus turned to proactively growing t

9、he revenue of existing customers However,the carrier lacked key infrastructure and capacity to launch a comprehensive cross sell/up sell program,Significant increases achieved for pilot,base,and lifetime incremental revenue,Value Targeting:Identify,profile and analyze the segmentsAssess market and i

10、dentify opportunitiesDevelop portfolio of cross-sell and up-sell pilot opportunitiesValue Capture:Select opportunities and develop business caseCreate pilot launch plan and identify key metricsPrepare channels and launch pilots Monitor pilots and create summary report of resultsLeverage Results to E

11、ntire BaseDesign campaigns based on pilot resultsCreate launch plan and business case for campaignsLaunch campaigns,BI Offerings,Solution,Results,Company DescriptionA leading US provider of fully integrated,wireless communications services.Focuses its products and service towards Business CustomersL

12、eads the Industry in Customer Retention,Increase Revenue,Case I:Revenue Generation for a Major Wireless Company,Case I:Growth Segmentation Analysis Framework,Rate Plan-Price Point 1,-10%,+10%,Unstable Trend,Separates customers to limit“noise”in trend analysis,H,M,L,1,2,3,Undefined/Error,H1,H2,H3,M1,

13、M2,M3,L1,L2,L3,6 month subscriber average of key charges.,Forecast change in revenue over 6 months based on a regression of monthly subscriber charges to smooth month to month variations,Cut-offs chosen to show significant trends in the movement of revenue and to split the base roughly into three pa

14、rts,Cut-offs chosen to split the base into roughly three parts,1,2,3,4,5,The Revenue Change matrix is the tool we use to analyze the base,Rate Plan-Price Point 2,Identify&Profile segments,The wireless industry is exhibiting the telltale signs of a maturing and potentially unhealthy market.,Note 1:In

15、cludes Consumer Post-Paid,Business,Resellers and Pre-Paid Subscribers.Source:CTIA,Morgan Stanley,Client estimates,Declining new subscriber growthSaturation of high profitability wireless users Market inefficiencies and gap between customer marketing and sales is adding to declining marginsLargest re

16、maining sources of growth are lower endSwitchers out number new entrants by 2:1LWNP is not an“if”but a“when”Spectrum and network constraints aboundUntraditional entrants are shifting the value chainBottom-line economics are deteriorating,The Bad News:,Case Study II:Insight Driven Customer Strategy,C

17、ase Study II:Business Issues,Which new products are most likely to have fastest,profitable uptake and by which customers?Which new products will attract new customers that look like our most profitable cells?How do we launch a new product to maximize adoption?,Which handsets are best for our bottom

18、line(by customer)?How do we determine inventory and store shelf to best meet the needs of local customers?,How do we better deploy Network capital to improve service and loyalty?What geographic areas should be our priority in rolling out?Where can we invest to turn around profitability issues?,How d

19、o we maximize new product adoption?How should we route calls and handle an individual customer contact?How do we respond to a competitor price change?,Can we institute a customer loyalty program to reduce churn?How do we handle Increasing volumes into the call centers?What is the likely reason thus

20、customer is calling and how can we best serve profitably?,How do we prioritize IT infrastructure development to optimize customer experience and our bottom line by segment?,Which potential alliance partners support our customer strategy?Which alliances are most likely to attract and retain the“best”

21、customers?On what terms?,In this saturated market,the company was facing many key business questions that now can be answered with strong analytical support.,The first step was to create a 360-degree view of the customer that incorporated factors from all key areas.,Case Study II:Approach,Case Study

22、 II:Strategic Segmentation,This analysis yielded five strategic segments and the decision was made to further analyze the cells below these for insights in many key decisions areas.,Sources:Customer Data,Case Study II:Market Research Results,1 Source:Client Data.Segments were at least 20%different f

23、rom average to exhibit listed behavior.2 Source:2001 Convergence Audit.Segments were at least 20%more likely than average to exhibit listed behavior.,Using primary research already performed,we were able to determine key product areas for top segments.,Case Study II:Market Research,Market Share Lead

24、er in Segment,Note 1:Includes carriers such as Nextel,Rural Cellular,US Cellular and respondents who did not indicate a carrier.Note 2:Adding values may not total exactly 100%due to rounding.,Segment,Company 1,Company 2,19%,22%,22%,21%,Company 3,Company 4,Company 5,11%,12%,18%,17%,20%,14%,13%,16%,18

25、%,16%,11%,14%,7%,10%,3%,3%,23%,17%,14%,7%,4%,Others1,Total2,19%,23%,26%,21%,29%,100%,100%,100%,100%,100%,A,B,C,D,E,Company 6,6%,4%,7%,8%,7%,Market Share By Segment,Source:2001 Convergence Audit.Data is from response to question about,“who is your wireless carrier?”.Market versus Client comparison is

26、 made using Claritas data and should be used for relative comparison only.Data does not exactly reflect Clients base.,In highly competitive industry with high churn rates,it was critical to identify the addressable market in each area,and to find out where those customers were if they were not in ou

27、r base.,What is Customer Insight?,Customer Insight is a capability that requires the integration of business processes to drive actionable strategies and tactics.,From our perspective,Customer Insight provides a holistic platform for the management,analysis,and application of information to drive business decisions across a corporation.,

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