nextgenerationretentionandloyalty(ppt22)-經(jīng)營管理-在線瀏覽
2024-10-19 15:03本頁面
【正文】 l Soft drinks Laundry detergents Grocery stores 270 322 170 289 322 451 492 536 537 464 399 330 Annualized 1999 Source: McKinsey Loyalty Research, 1999 Downward migrators Loyalists LAN99110437405571ZXS 12 25% 26%21%55%10%60%37%74%44%35%36%30%40%5% 3%Active/ Deliberative Switchers Dissatisfied defectors Lifecycle Adapters Dissatisfaction and deliberation is higher source of defection for teles than most other industries Source: McKinsey Loyalty Research 1999 Cellular ISP Long distance Apparel Retail deposits LAN99110437405571ZXS 13 ?Segment 1may be too small to achieve much impact ?Large opportunity with Segment 3 0%10%20%30%40%50%60%70%Bubble represents size of population Downward Migration Rate* Low High Satisfaction Score Targeted satisfaction improvement can yield significant impact Low High Satisfaction Score Downward Migration Rate* Long Distance Telephone Cellular Telephone ?Segments 1 amp。 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/ fea
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