nextgenerationretentionandloyalty(ppt22)-經(jīng)營管理-wenkub.com
2024-08-12 15:03 本頁面
【正文】 2 size and large defection rates provide large improvement opportunity ?Not much impact by improving satisfaction above “somewhat satisfied” 0%10%20%30%40%50%60%70%1 2 1 3 * Percent of customers who closed accounts at their primary provider from 1 year to the next Source: McKinsey Loyalty Research 1999 LAN99110437405571ZXS 14 ?Segments 1, 2 and 3 provide large satisfaction improvement opportunity 0%20%40%60%80%100%120%Bubble represents size of population Downward Migration Rate* Low High Satisfaction Score Targeted satisfaction improvement can yield significant impact Inter Service Provider 3 1 2 * Percent of customers who closed accounts at their primary provider from 1 year to the next Source: McKinsey Loyalty Research 1999 LAN99110437405571ZXS 15 17%39%31%35%18%8%80%48%30%47% 50%31%33%21%11%Deliberative Loyalists Inertial Loyalists Emotive Loyalists Tele loyalists characterized by emotive attitudes in long distance and inertial attitudes more broadly Source: McKinsey Loyalty Research 1999 Cellular ISP Long distance Apparel Retail deposits LAN99110437405571ZXS 16 1 . 2 40 . 4 80 . 7 83 . 0 0Deliberative Emotive Inertial Variety Seeking Long distance Past 5 years Attitude influences defection rates Sources: McKinsey Loyalty Research 1999 Average number of times respondent has switched in the designated time period 0 . 3 60 . 2 3 0 . 1 60 . 6 2Deliberative Emotive Inertial Variety Seeking Cellular Past 3 years 0 . 5 10 . 1 80 . 3 20 . 7 5Deliberative Emotive Inertial Variety Seeking Inter service providers Past 2 years Significant impact opportunity if able to shift customers to Inertial or Emotive attitudes LAN99110437405571ZXS 17 Eight loyalty levers define the landscape of options for driving customer behavior Redesign product/ service Tailor marketing programs Utilize programmatic retention/ development initiatives Differentiate rewards programs Differentiate value proposition Leverage branding munications Eliminate dissatisfiers Create sticky products/ feature bundles Improve frontline execution Create rich interactive touchpoints Surveybased improvements to value proposition to mitigate basic sources of dissatisfaction along dimensions of key buying criteria Bundles of products and features with sticky characteristics (., multiproduct relationships, addon features, crossindustry product/feature binations) Redesign of core value proposition to further differentiate along dimensions of highest importance to target customers (., store layout, merchandising, service, safety) Deployment of tools to increase and enrich frequency and quality of interaction between pany and customer (, customized web pages, ) Motivation of front line staff to favorably shape customer attitudes while seeking opportunities to build personal relationships Informationdriven marketing campaigns (., wele call, targeted value propositions, save programs) Focused and tailored, incentivebased marketing programs (., consortiums, partnerships, high impact mic
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