nextgenerationretentionandloyalty(ppt22)-經(jīng)營(yíng)管理-文庫(kù)吧資料
2024-08-24 15:03本頁(yè)面
【正文】 – Long distance phone – Cellular telephone – Inter service provider – Soft drinks – Laundry detergent – Airlines – Hotels – PCs – Automobiles ? Survey pleted 10/1/99 Customer Research Objectives ? Understand loyalty behavior across broad spectrum of industries ? Identify similarities and differences in customer attitudes within and across industries ? Understand how customer attitudes and satisfaction link customer loyalty behavior ? Determine if customer loyalty differs between high and low value customers ? Determine if shareofwallet impacts customer loyalty ? Characterize participation rates and impact of rewards programs in select industries LAN99110437405571ZXS 4 ?The value at stake from customers migrating to lower value segments is far greater than that of customers defecting altogether ?Customer satisfaction analysis can be a powerful loyalty tool but is often not associated with the highest impact loyalty opportunities ?Attitudes vary significantly across customers and are tightly linked to loyalty behavior ?Combining customer satisfaction, attitudes and behavior insights provides the most powerful approach for impacting customer loyalty ?Rewards programs are pervasive across consumer industries, but participation tends to be low and, in most cases, programs have little impact on customer loyalty Key crosscategory insights from loyalty research LAN99110437405571ZXS 5 ?Tele categories are clustered in the top five highestswitching industries ?Downward migration will bee an increasingly important metric as customers increasingly spread their tele spending across multiple providers ?Tele sectors have disproportionately high numbers of dissatisfied defectors suggesting satisfaction improvement as a high impact loyalty lever ?Disproportional number of long distance customers are emotively loyal suggesting opportunities to develop greater emotive loyalty in other tele categories ?Across most products categories, including long distance, rewards programs appear to have minimal impact on customer spend and are not associated with low rates of defection ?Broad set of loyalty levers are available and have been applied effectively across telemunications sectors Emerging telemunicationsspecific insights from loyalty research LAN99110437405571ZXS 6 Today’s discussion 1. New customer insights more clearly show the nature of the opportunity and provide the foundation for developing a powerful mix of offensive and defensive levers 2. Based on these insights, winners can employ one or more of 8 powerful loyalty levers to significantly influence customer behavior 3. Stepchange improvements in customer retention/loyalty are possible by creating a tailored approach that integrates multiple levers LAN99110437405571ZXS 7 Expanding set of loyalty metrics Issues: ? What is the appropriate loyalty metric for your pany? ? Are you capturing the full range of value? Level 1 Level 2 Level 3 Metric Satisfaction Retention/attrition Migration Description Measures broad levels of customer satisfaction with product/service experience Measures specific rate at which customers are leaving the pany Measures
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