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精準式行銷的第一步—

90分鐘上手CRM：了解你的消費者！

CRM

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≠DatabaseCall CenterLoyalty ProgramAfter Sales

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Retention

Extension

Acquisition

CRMStrategic

Focus

Three CRM Focus

It’s About The Whole Cycle

Need需求产生

Awareness知名

Interest兴趣

Search搜寻

Purchase购买

Usage使用

Re-purchase重复购买

Churn流失

Pre-Sales Sales After-Sales

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Branding and

Marketing

Social Sharing

CRM

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≠Customer Relationship Management

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≠ Let go of control.

~A.G. Lafley, CEO of P&G

Media Fragmented.

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Consumer is in control.

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Digitalization.

在網路上全球每天有超過1000亿 的link點点击产生，

Google每天的搜索量超过20亿次，30亿的Video在Youtube上播放

全球5%的电力每天用于发送超过2900亿封的电子邮件

10亿的items在face book上被分享

每秒钟有8 TB的信息通过IM发出，有4,700万新的网站加入互联网，

2.34亿的网页被浏览

每天有73,000台Iphone被售出，54万台的Andorid Phone被激活，超过

2700万的Iphone app被下载……

这是一个Big Data的时代！

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Who Are Your Customers?

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They Are Not The Same, And They Are Not Equal.

They Are Not The Same, And They Are Not Equal.

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Segmentation!

Most valuable customers

Most growable customers

Marginal

UnprofitableMediaE-channels

Direct mailTelemarketer

In-person service reps

Dedicated service reps

Source: Peppers & Rogers Group

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Recency

Frequency

Monetary

How?

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Case : i-Yogurt.cn

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Lucky Draw Every Week!

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2008 Results

More than 1x0,000 new members registered.

4xx,000 pin-codes entered.

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Meanings of The Figures

Pin-code 输入

4xx,xxx = ￥4,638,480(零售價值)

= %(08整體销售零售额%)

Member 数

2xx,xxx X￥22?50?(每人每年優酪乳購買金額)

X 5年 =￥23,303,280￥52,962,000

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顧客終身價值(Customer Lifetime Value)指的是在

未來一段時間之內，企業可從個別顧客獲得利潤之淨

現值。 ~Arthur Hughes(1994)

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On Average

3 pin-codes per member.

Over 20 days

remained interested in.

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Level Level定义（X为输入Pin-con的笔数）

5 X>10

4 4<X<=10

3 3<=X<=4

2 X=2

1 X=1

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4

3

2

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Segmenting Members Into 5 Levels

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5

4

3

2

1

Percentage of Loyal Customers Less Than Expected

Level % of Members

5 2.7%

4 5.4%

3 7.8%

2 13.5%

1 70.6%

15.9%

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Level % of Members

5 2.7%

4 5.4%

3 7.8%

2 13.5%

1 70.6%

5

4

3

2

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Monetary Value Contribution

4x%

1x%

9.x%

X %

2X%

Values Per Member (in RMB)

5xx

7x

4x

2X

1X

However, Their “Value” Contributions Are Much Higher

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Level % of Members

5 2.7%

4 5.4%

3 7.8%

2 13.5%

1 70.6%

5

4

3

2

1

Days Remained Interested In

1x7

1x5

6x

2X

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They Are Also “More Engaged”

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Level % of Members

5 2.7%

4 5.4%

3 7.8%

2 13.5%

1 70.6%

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4

3

2

1

Create WOM

Grow Value

Enhance Brand Preference

Implications in Strategy

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What Else?

• Pin-code started from Jun.

•AD placed in Jun, July

and Sep.

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8x% of members entered pin-codes.

AD Didn’t Bring Members

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V.S.

Product Package Did Have Impact

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The 1st 4 Weeks Are Crucial

For “Building Engagement”.

08 Jun註冊會員 - Pin-code興趣延續天數

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Newly Subscribed

1st

Week

2nd

Week

3rd

Week

4th

Week

2nd

Month

3rd

Month

6th

Month

Develop Lifecycle eDMs

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Much Better Performance !

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与5X% 的新会员增加一次(含)以上品牌曝光; 4X%增加一次(含)以上深入互动

Create The 2nd Chance!

Scoring on an each member’s responses to

campaigns, eDMs, pin-code activities, etc.;

segmenting into 5 levels

Brand Engagement/ Value Contribution Index

High

Low

Previous Engagement Score

5 4 3 2 1

5

4

3

2

1

Current Engagem

ent Score

Trace & Analyze the Shifting

in Member Attitude

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Customer Map for More Precise Segmentation – Establishing Attributes For Individual Member/Customer

(L , H) (L , L)

(H , H) (H , L)

Brand Engagement

Value (R-F-M Mode) Demographics

Gap & Opportunity Analysis

More Precise Segmentation

Actionable Customer Map –

Identifying Gap and/or Opportunity in Key Customer Segments

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Brand Engagement

Value ContributionProspects Customers

Brand Advocates

Inactive Customers

Highly Potential

Swinging

Conversion Program

MGM Program

Attrition Analysis

Retention Program

Opportunity Analysis

Nurturing Program

• Regular e-Paper

• Online branding

campaigns

• Offline event

invitation, etc.

Actionable Customer Map –

Developing Strategies for Different Customer Segments

• Community to

enhance sense of

belongings

• Automatic e-caring

program

• Point program, etc.

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