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Which customers?
Best practice organisations are able to allocate customers into
segments based on their total industry profitability (TIP) and develop
appropriate strategies depending on the inherent value of the segments.
Strategies for each segment:
High share of wallet, high industry profit
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Deepening the Relationship (Aggressive Cross-selling)
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Focus cross-sell efforts on customers that have
the greatest profit potential
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Significantly improve the productivity of campaigns
through enhanced customer selection procedures.
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PROPRIETARY PREDICTIVE MODELLING.
These models can identify:
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Customers who are profitable at the industry
level (even if their profit delivery to your organisation
is low).
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Customers who are most likely to have interest
in a particular product with a competitor
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Medium to high share of wallet, medium industry
profit
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Customer Retention
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Retain more profitable customers.
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Identify customers to target for service recovery
programs.
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ROOT CAUSE DEFECTION ANALYSIS.
CUSTOMER PANELS.
Through analysis of customer panels, we can identify:
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What are the behavioural precedents of customer
defection?
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Which customers are going to be most susceptible
to competitive activit
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What offer should these segments be targeted with?
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Value Proposition Enhancement
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To determine what combination of price, service
levels and product features will maximise performance
outcomes (eg., product uptake, product pofitablity)
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STRATEGIC CHOICE MODELLING
MARKETING MIX MODELLING
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Brand Positioning
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Significantly improve the productivity of campaigns
through enhanced customer selection procedures.
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STRATEGIC BRAND MODELLING
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What type of promotional support is required?
These issues are discussed further in Communication
Effectiveness.
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