一家大型无线通信公司通过高级客户洞察驱动高绩效.ppt

Driving High Performance for a Large pany Through Advanced Customer Insight
Accenture Consulting – CRM Customer Insight
Presenters: Ramin Mikaili and te Lilly
In petitive markets, the economics of acquisition and retention es painfully obvious and requires a shift in the marketing mix from using the 4 Ps to the 4 Rs. 1
1. James G. Barnes book "Secrets of Customer Relationship Management" McGraw Hill copyright 2000, page 22-23
Why Customer Insight?
4 Ps
Price
Product
Promotion
Place
4 Rs
Relationships: munication, trust, commitment, understanding customer needs
Retention: targeted incentives, rewards, loyalty programs for specific segments
Referrals: value selling, Communication
Recovery: strong win-back programs, product and service development
Acquisition determines how fast pany can grow. Retention determines whether pany will survive over time.
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Levels Of Insight
Retention, up-sell, or service
Acquisition, capital investments
Mass media buys
Corporate Branding
M&A/Alliance Strategy
Corporate Strategy
Price Plans/Bundling
Capital/Technology Investment Strategy
Corporate Direction
Network Build
New Market Entry
IT project prioritization
Supply Chain Strategy
Promotions
New Business/Growth Strategy
Acquisition work decisions
Retail Strategy
Channel Strategy
Product prioritization
POS technology
Store design/inventor
Accessory mix
Alliance prioritization
Marketing:
The “P’s R’s”
Bundles
Retention offers
Cross sell of value added services
Differentiated customer service
Telesales calling lists
Web site personalization
munication plan
5-10 Segments
50-100 Cells
Millions of Customers
Illustrative Business Decisions
Level of Insight
Various analysis types are employed to make sound decisions about corporate direction, acquisition and capital investments, retention, ups-sell or service.
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Copyright © 2006 Accenture All Rights Reserved.
Approach
Accenture implemented a phased approach for a ess