360度精準式行銷實務--90分鐘上手crm
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精準式行銷的第一步—
90分鐘上手CRM:了解你的消費者!
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CRM
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≠DatabaseCall CenterLoyalty ProgramAfter Sales
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Retention
Extension
Acquisition
CRMStrategic
Focus
Three CRM Focus
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It’s About The Whole Cycle
Need需求产生
Awareness知名
Interest兴趣
Search搜寻
Purchase购买
Usage使用
Re-purchase重复购买
Churn流失
Pre-Sales Sales After-Sales
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Branding and
Marketing
Social Sharing
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CRM
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≠Customer Relationship Management
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≠ Let go of control.
~A.G. Lafley, CEO of P&G
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Media Fragmented.
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Consumer is in control.
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Digitalization.
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在網路上全球每天有超過1000亿 的link點点击产生,
Google每天的搜索量超过20亿次,30亿的Video在Youtube上播放
全球5%的电力每天用于发送超过2900亿封的电子邮件
10亿的items在face book上被分享
每秒钟有8 TB的信息通过IM发出,有4,700万新的网站加入互联网,
2.34亿的网页被浏览
每天有73,000台Iphone被售出,54万台的Andorid Phone被激活,超过
2700万的Iphone app被下载……
这是一个Big Data的时代!
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Who Are Your Customers?
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They Are Not The Same, And They Are Not Equal.
They Are Not The Same, And They Are Not Equal.
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Segmentation!
Most valuable customers
Most growable customers
Marginal
UnprofitableMediaE-channels
Direct mailTelemarketer
In-person service reps
Dedicated service reps
Source: Peppers & Rogers Group
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Recency
Frequency
Monetary
How?
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Case : i-Yogurt.cn
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Lucky Draw Every Week!
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2008 Results
More than 1x0,000 new members registered.
4xx,000 pin-codes entered.
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Meanings of The Figures
Pin-code 输入
4xx,xxx = ¥4,638,480(零售價值)
= %(08整體销售零售额%)
Member 数
2xx,xxx X¥22?50?(每人每年優酪乳購買金額)
X 5年 =¥23,303,280¥52,962,000
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顧客終身價值(Customer Lifetime Value)指的是在
未來一段時間之內,企業可從個別顧客獲得利潤之淨
現值。 ~Arthur Hughes(1994)
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On Average
3 pin-codes per member.
Over 20 days
remained interested in.
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Level Level定义(X为输入Pin-con的笔数)
5 X>10
4 4<X<=10
3 3<=X<=4
2 X=2
1 X=1
5
4
3
2
1
Segmenting Members Into 5 Levels
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5
4
3
2
1
Percentage of Loyal Customers Less Than Expected
Level % of Members
5 2.7%
4 5.4%
3 7.8%
2 13.5%
1 70.6%
15.9%
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Level % of Members
5 2.7%
4 5.4%
3 7.8%
2 13.5%
1 70.6%
5
4
3
2
1
Monetary Value Contribution
4x%
1x%
9.x%
X %
2X%
Values Per Member (in RMB)
5xx
7x
4x
2X
1X
However, Their “Value” Contributions Are Much Higher
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Level % of Members
5 2.7%
4 5.4%
3 7.8%
2 13.5%
1 70.6%
5
4
3
2
1
Days Remained Interested In
1x7
1x5
6x
2X
-
They Are Also “More Engaged”
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Level % of Members
5 2.7%
4 5.4%
3 7.8%
2 13.5%
1 70.6%
5
4
3
2
1
Create WOM
Grow Value
Enhance Brand Preference
Implications in Strategy
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What Else?
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• Pin-code started from Jun.
•AD placed in Jun, July
and Sep.
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8x% of members entered pin-codes.
AD Didn’t Bring Members
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V.S.
Product Package Did Have Impact
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The 1st 4 Weeks Are Crucial
For “Building Engagement”.
08 Jun註冊會員 - Pin-code興趣延續天數
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Newly Subscribed
1st
Week
2nd
Week
3rd
Week
4th
Week
2nd
Month
3rd
Month
6th
Month
Develop Lifecycle eDMs
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Much Better Performance !
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与5X% 的新会员增加一次(含)以上品牌曝光; 4X%增加一次(含)以上深入互动
Create The 2nd Chance!
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Scoring on an each member’s responses to
campaigns, eDMs, pin-code activities, etc.;
segmenting into 5 levels
Brand Engagement/ Value Contribution Index
High
Low
Previous Engagement Score
5 4 3 2 1
5
4
3
2
1
Current Engagem
ent Score
Trace & Analyze the Shifting
in Member Attitude
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Customer Map for More Precise Segmentation – Establishing Attributes For Individual Member/Customer
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(L , H) (L , L)
(H , H) (H , L)
Brand Engagement
Value (R-F-M Mode) Demographics
Gap & Opportunity Analysis
More Precise Segmentation
Actionable Customer Map –
Identifying Gap and/or Opportunity in Key Customer Segments
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Brand Engagement
Value ContributionProspects Customers
Brand Advocates
Inactive Customers
Highly Potential
Swinging
Conversion Program
MGM Program
Attrition Analysis
Retention Program
Opportunity Analysis
Nurturing Program
• Regular e-Paper
• Online branding
campaigns
• Offline event
invitation, etc.
Actionable Customer Map –
Developing Strategies for Different Customer Segments
• Community to
enhance sense of
belongings
• Automatic e-caring
program
• Point program, etc.
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