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‘ £££ LEVERAGING YOUR CUSTOMER BASE ’

‘ £££ LEVERAGING YOUR CUSTOMER BASE ’. How does your business stack up? ‘WINNING OR WASTING’ ECMOD - November 2001 Professor Peter M. Tomkins DM Management Consultants Ltd. Tel: (020) 7499 8030 E-Mail: pmt@dmmc.co.uk. Introductions/Some Key Issues

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‘ £££ LEVERAGING YOUR CUSTOMER BASE ’

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  1. ‘ £££ LEVERAGING YOUR CUSTOMER BASE ’ How doesyourbusiness stack up? ‘WINNING OR WASTING’ ECMOD - November 2001 Professor Peter M. Tomkins DM Management Consultants Ltd. Tel: (020) 7499 8030 E-Mail: pmt@dmmc.co.uk www.dmmc.co.uk

  2. Introductions/Some Key Issues Catalogue/Home Shopping : Context Statistics The Key Questions for your Business Checklists : Comfort/Discomfort factors Checklists (contd.): Comfort/Discomfort factors Think Outside ‘Your Box’ Speaker Panel Issues Session Agenda OPTIMISING YOUR CUSTOMER RELATIONSHIPS www.dmmc.co.uk

  3. Household Letter boxes 54%Personal Mail 20+%Direct Mail 13-14%of Direct Mail is Catalogue/Home Shopping [largest consumer segment] Over50%of this isactuallyrequested Response over10%(12%for ‘big books’) CATALOGUE/HOME SHOPPING :STATISTICAL CONTEXT[DMIS 2000/2001] • Smaller niche mailings achieve highest response(to 15%) • 1o Existing Buyers(11%) 2o Enquirers(8%) 3o Rented/Overlays(5+%) • Preferred Response Channels 1o Direct Mail 2o Phone 3o Fax 4o E-Mail • £20 billion Income for Consumer Advertisers!!! www.dmmc.co.uk

  4. KEY QUESTIONS FOR YOUR BUSINESS • Do you really try to know and understand your Customers? [within prime segments/clusters] • Test your own Business [through your Customers’ eyes/mindset] • Do this within context of your own Growth/Development Plans [Extraction, Build, Sell modes] • Maximise Loyalty/Relationship Realities: Reassurance/Service/Habit/Communications www.dmmc.co.uk

  5. CHECKLISTS : COMFORT/DISCOMFORT FACTORS • How many catalogues/how often? [Dustbin or Real Relationship] • Role of Retail Outlets [Convenience, Display] • Relevance/Reality of Prize Draws/Offers [Involvement or Turn Off] • Obsessional? [Me too, ‘sameism’, who’s eyes?] • Cross-selling [up/across, working all the channels] • People Factor I [Leadership/Direction] www.dmmc.co.uk

  6. CHECKLISTS :COMFORT/DISCOMFORT FACTORS contd. • People Factor II [Training, Commitment, Focus, Face/Voice] • Media Intergration [How effective within your business?] • Delivery [Utilise the evolving options] • Data Segments/Overlays [LTV governs pay-back] • How relevantly innovative? [NPD, JVs, etc.] • Service/Satisfaction [The Reality!!] • The High Cost of Failure [Retention v/v Recruitment] www.dmmc.co.uk

  7. REALLY DO THINK OUTSIDE ‘YOUR BOX’ • Do you take/make the time to do this effectively?[i.e. create a methodology] • Use your Agencies/Consultancies/ Advisers etc. to facilitate this. • Seek externalBEST PRACTICE benchmarks[not simply internal] REMEMBER YOUR CUSTOMERS ARE YOUR PRIME ASSET - DON’T ABUSE THEIR TRUST!!!!! www.dmmc.co.uk

  8. SPEAKER PANEL VIEWS • Segments/Relationships/Offers • Frequency/Know your Customers/Cross Selling/Trade-ups/Multi Channels • Re-Working/Activation Dormant Customers. Many of these issues now taken forward by our speakers, viz. www.dmmc.co.uk

  9. SESSION AGENDA • Your speakers’ views [20 mins] • Panel Forum Issues Debate [8 mins] • Over to You (Q&A) [8 mins] • Summary Overview [2 mins] Thank you! www.dmmc.co.uk

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