Customer Retention 2014 01 15 1 III Customer

고객 유지(Customer Retention)의 중요성과 방안 2014. 01. 15(수) 1

III. 고객 유지(Customer Retention) 방안 10

III. 고객 유지(Customer Retention) 방안 1. 성가시게 굴지 마라 2. 만족스러운 사용 경험을 제공하라 마케팅 프로그램 다변화 : 5가지 마케팅 프로그램으로 구분함 Welcome Program: Introduce a new subscriber or customer to the brand, build trust, help inform and drive the subscriber toward a first purchase or related conversion event. Abandon Program: Send offers to customers who have abandoned the purchase of a product or the completion of a form. Effectively recapture lost revenue by motivating customers to complete a process. Post-Purchase Program: Engage with a customer post-purchase to build upon the relationship and gain “earned media” that can drive referral revenue and facilitate word-of-mouth marketing. Winback Program: Re-engage customers who have not visited your site or made a purchase within a certain timeframe. By increasing engagement with less active segments, you can improve both revenue and deliverability. Event Countdown Program: Send a string of informational messages and targeted offers to customers who have purchased or registered for an upcoming event, driving attendance while building value and trust with customers. <Responsys> 13

IV. 현실적인 고객 유지 방안은? 1. Small Data에 집중 2. 군집 분석의 적용 3. A/B 테스트 적용 Small Data : 기존에 관리되고 있는 데이터 중 의미있는 데이터에 대한 정의 및 활용 Small data connects people with timely, meaningful insights (derived from big data and/or “local” sources), organized and packaged – often visually – to be accessible, understandable, and actionable for everyday tasks. (스몰 데이터는 시기 적절하게, 의 미있는 인사이트를 제공하면서, 체계화되고, 잘 짜여져 담당자과 연결된다. 접근이 쉽고, 이해가 쉬우며, 모든 업무에서 바로 활용되기 위해…) - Paul Greenberg ‘ 10 Reasons 2014 will be the Year of Small Data’ 18