Managing Customer Experience and Relationships. Don Peppers
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Название: Managing Customer Experience and Relationships

Автор: Don Peppers

Издательство: John Wiley & Sons Limited

Жанр: Экономика

Серия:

isbn: 9781119815341

isbn:

СКАЧАТЬ retained customer is not necessarily an emotionally loyal customer.

      To learn the most about its customers, RBC has undertaken an intense, ongoing statistical analysis of them. It is always developing and refining the prototype for an algorithm to model the long-term lifetime values of its individual customers. Part of this effort includes a client-potential model that measures how growable certain kinds of customers are to the bank. The bank also analyzes a customer's vulnerability to attrition and tries to flag the most vulnerable before they defect, in order to take preventive action in a focused, effective way.

      Four factors contribute to the underlying customer profit growth:

      1 Profit derived from increased purchases. Customers grow larger over time and need to purchase in greater quantities.

      2 Profit from reduced operating costs. As customers become more experienced, they make fewer demands on the supplier and fewer mistakes when involved in the operational processes, thus contributing to greater productivity for the seller and for themselves.

      3 Profit from referrals to other customers. Less needs to be spent on advertising and promotion due to word-of-mouth recommendations from satisfied customers.

      4 Profit from price premium. Customer acquisition can benefit from introductory promotional discounts, while long-term customers are more likely to pay regular prices. (But many companies have learned that if they advertise widely about a lower-price offer, they'd better be prepared to give it to current customers who want it too—or better yet, offer it without being asked.)

      No matter what the industry, the longer an enterprise keeps a customer, the more value that customer can generate for shareholders.

Industry Year 1 Year 2 Year 3 Year 4 Year 5
Credit Card $30 $42 $44 $49 $55
Industrial Laundry $144 $166 $192 $222 $256
Industrial Distribution $45 $99 $123 $144 $168
Auto Servicing $25 $35 $70 $88 $88

      Source: Frederick F. Reichheld and W. Earl Sasser Jr., “Zero Defections: Quality Comes to Services,” Harvard Business Review 68:5 (September–October 1990): 106.