《crm的垂直應(yīng)用r》ppt課件-全文預(yù)覽
【正文】 0 %7 . 3 %0 . 8 %2 . 3 %2 6 . 4 %1 6 . 0 %6 . 2 %1 9 . 1 %2 . 0 %6 . 3 %4 . 9 %2 . 0 %7 . 7 %6 . 3 %ABCDEFGHDJKLFive Star Customers Overall Base Five Star Five Star Average Average Tenure 12 years 7 years Average Portfolio Balances $59,000 $30,000 Average Number of Accounts Accounts Accounts Number of Services per Five Star Household 1Service 29% 6+ Services 5% 5Services 7% 4Services 14% 3Services 21% 2Services 24% ? 2022 Quaero LLC 23 What’s Wrong with this Relationship? 10th Decile Households Negative Spread Credit Card 23% Inactive – Low Balance 30% Inactive – High CrossSell 9% Negative Spread Mortgage 3% Undefined 9% High Transactions – High CrossSell 9% High Transactions – Moderate CrossSell 17% ? 2022 Quaero LLC 24 Impact of Churn Reduction 05001 , 0 0 01 , 5 0 02 , 0 0 02 , 5 0 03 , 0 0 03 , 5 0 0JanFebMarAprMayJunJulAugSepOctNovDecThousands of Subscribers8 % a ttr i ti o n 5 % a ttr i ti o nAnnual revenue differential = $122 million 25 Incremental Costs ? Hardware (one time + upgrades) ? Software (one time + maintenance) ? Consulting, Development, Systems Integration (internal, external) ? Hiring, training amp。 Drives Data Mining Models Demographics Standardized Contact Info CASS, Telematch Reporting amp。s on the Unsubscribe List are scrubbed from the Daily Email List Customer39。X39。 Campaign Tracking Data Store Inbound Call Center WEB CHANNEL IVR Customer Activations Customer Data Warehouse Incorporates Pamp。 retention of skilled users ? Program costs ? Rollout, orientation for enterprise ? 2022 Quaero LLC 26 Key Elements of a Business Case (+) ? Real but intangible benefits – Improved ability to respond to marketplace changes – Increased customer satisfaction (Insight research saw increase of 20%) – Immediate access to order status ? Sustainable Competitive Advantage – CRM is hard to do – enterprise wide – Provides barrier to entry – hard to replicate – Loyal franchise reaps long term rewards ? 2022 Quaero LLC 27 Session Data Operational Knowledge Channel Data Warehouse Campaign Management Data Mining Campaign Analysis Business Intelligence Reporting Application Server Transaction Database Server Marketing Contact Rules Server Marketing Database Server Scores, Rules and Profiles The “New” Marketing Infrastructure Legacy Systems Channel Specific Content Servers ? 2022 Quaero LLC 28 Marketing Technology Integration WEB LOG Collection Churn Mgmt amp。 Analysis System Redemptions 29 Intelligent EMail Program HighLevel Technical Process Daily Reminder EMails are sent to those customers who are deactivating in 39。s Email Client EMails in the UNIX environment are accessible by SAS which reads them in and obtains the originating Email address. The ESN is appended to the Unsubscribe List Client Exchange Server Message is Autoforwarded from the client Exchange (Mail) Server to ccfln1via Message Rule 30 Key Elements of a Business Case () ? Opportunity Costs Competition could lock up customer base Higher acquisition costs Self selecting “bad” customers can devastate economies ? Execu
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