Market and Customer Management Customer Loyalty Introduction to

Market and Customer Management - Customer Loyalty Introduction to Customer Loyalty Programmes (1/3) Customer loyalty is a key success driver for G-500 companies n Several G-500 companies face the challenge, that they have to retain their customer base, when going global and standing in front of competition. Empirical studies show, that an ongoing customer relationship does not only cost less, but also secures a higher revenue stream. n Retaining customer means building up a long-term customer relationship based on the clients whishes, needs and requirements. The customer loyalty programme helps installing a dialogue between the customer and the company; enabling the last to target its offers and to customize its marketing and sales activities. The Pw. C Guide to Customer Loyalty gives an insight how to handle customer retention and delivers instruments to make it come true n With this Guide, Pricewaterhouse. Coopers provides not only the best in class examples of loyalty programmes, but also shows the complex interactions, which determine the success of these kind of programmes. n In addition, the Guide gives a structured approach of the handling of customer loyalty projects. Specific instruments help recognize the most important issues and support the consultant in the client specific situation. 02 Introduction. ppt 11

Market and Customer Management - Customer Loyalty Introduction to Customer Loyalty Programmes (2/3) Pricewaterhouse. Coopers offers a wide area of market and customer management specific services • Product/Service Innovation Speed to Market • • • Channel Management Sales Productivity Go to market Marketing Strategy New Product Development Introduction Management of Customer Segments and Relationships Customer management Revenue Builder Market Intelligent Enterprise Channel Management Sales Productivity Computer Assisted Sale Electronic Commerce Sales and Marketing Customer Equity / Relationship Marketing Customer Care / Call Centers Customer Data Warehousing / Mining Source: Price Waterhouse 1998 STRATEGIC MARKETING In defining and implementing 'go to market' strategies, this Guide covers segmentation, targeting and positioning, marketing plans and promotion campaigns. Markets and Customers Channels and Networks Products and Services • n More than 500 consultants within Pricewaterhouse. Coopers are specialized in Market and Customer Management services. Based on a world-wide common framework, the offering of Pricewaterhouse. Coopers is divided into three areas: Products and Services, Channels and Networks, Market and Customers (see below). n The Pw. C Guide to Customer Loyalty is based on the overall Pw. C methodology and builds a part within Customer Equity / Relationship Marketing. Sustainable and Profitable Revenue Growth CHANNEL MANAGEMENT AND ELECTRONIC COMMERCE To manage the complexity of existing sales, marketing and distribution channels, Pw. C examines the future outlook of the distribution structure and the design of ideal and optimal channels. SALES PRODUCTIVITY AND SALES AUTOMATION Pw. C redesigns the management of sales functions and defines and implements new strategies, processes, organisational structures and technologies to ensure that every sales interaction is educated, co-ordinated and optimised for customer value. CUSTOMER EQUITY/RELATIONSHIP MANAGEMENT To enhance customer development, improve retention and build loyalty, Pw. C looks at the management of customer equity and customer relationships as well as direct marketing and database marketing. CUSTOMER CARE AND CALL CENTERS To enhance customer front-line activities, Pw. C redesigns Customer Care processes and designs or transforms Call Centers into true customer interaction centers. SALES, MARKETING AND CUSTOMER DATA WAREHOUSING/DATA MINING Pw. C designs and implements a Sales, Marketing and Customer Data Warehouse, selecting and using appropriate data mining tools and techniques. NEW PRODUCT DEVELOPMENT Pw. C aims to reengineer the business to develop and introduce new products and services faster and more efficiently. Key performance indicators are the success rate of new products, speed to market and their revenue growth objectives with new products and services. 02 Introduction. ppt 22

Market and Customer Management - Customer Loyalty Introduction to Customer Loyalty Programmes (3/3) The customer equity framework builds the fundament of the Guide n All topics in the area of customer relationship/ customer equity are based on the customer equity framework. n The Pw. C Guide to Customer Loyalty is an important step within this framework, obtaining the long-term relationships with customers. 6 Creating profits 4 Learning from customers & prospects 5 Acquiring new customers Focus of the Guide Creating loyal customers 1 3 2 Creating value for customers & prospects Source: Price Waterhouse Customer Equity 02 Introduction. ppt 33