customer value maximization - a primer
Post on 16-Apr-2017
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Customer Value Maximization
Marketing used to be simple … like this
Awareness
Marketing used to be simple … like this
Awareness
Interest
Marketing used to be simple … like this
Awareness
Interest
Desire
Marketing used to be simple … like this
Awareness
Interest
Desire
Action
With linear inputs
Stimulus
With linear inputs
Stimulus Action
And clear actions and roles
Stimulus Action
Brands Consumer
(ATL + BTL activitiesresulting in brandbuilding brandsalience etc.)
(Buy, refer, sign-up,download, etc.)
But today it looks like this
Stimulus
Action
This is where we lose
Stimulus
Action
Because between stimulus and action
Stimulus Action
Interaction happens …
Stimulus Action
Interaction
Interaction
Post brand exposure, interaction canhappen in the form of …
search engine queries 1-800 Calls Kiosk / ATM visit Company website visit Educational content reading Twitter follow Competitor website visits Review websites visits Discussion with friends Online communities checks Window shop
… and this is an opportunity, because
Consumers are engaged …
The problem
The problem
These consumer interactions are opportunities to influencemoments of truth, they are not leveraged adequately and itis left to consumers to find their way to the cash register.
Naturally efficacy of marketing spends is questioned andaccountability pressures increase.
AND brands need a new framework that converts theseinteractions to desired actions …
Interaction
The solution
The solution
“CUSTOMER VALUE MAXIMIZATION”
Customer Value Maximization is a new agemarketing framework that uses a combinationof communication, technology and analytics toleverage existing marketing stimulus andconvert interactions into actions.
CUSTOMER VALUE MAXIMIZATION – WHEREIT OPERATES
Stimulus
Interaction
Action
how do you embrace customer valuemaximization?
Stimulus
(ATL + BTL activitiesresulting in brandbuilding brandsalience etc.)
Interaction
Your traditional agencybuilds your brand … andENDS here …
how do you embrace customer valuemaximization?
Stimulus
Interaction
Customer ValueMaximization (Read:Xerago) begins …
Action
customer value maximization enablers …
InteractionAction
Customer Value operates at the confluence of communication, marketing technologies andcustomer analytics to convert interaction into action.
AnalyticsTrack, measure, analyzeand predict customeractions and behavior
CommunicationRelevant brandcommunication at everycustomer interaction
TechnologiesManagement of allinteractions usingrelevant marketingtechnologies
Targeting
Comm
unity
Testing &
personaliza
tion
typical challenges that customer value maximization solves
typical challenges that customer value maximization solves
We have millions ofcustomers calling our1-800 number. How dowe maximize value fromeach interaction?
01
typical challenges that customer value maximization solves
We have millions ofcustomers calling our1-800 number. How dowe maximize value fromeach interaction?
We get millions of pagesviews. Thousands of peoplefill up the shopping cart.Hundreds consummatethe transaction. How dowe increase yield?
01
02
typical challenges that customer value maximization solves
We have millions ofcustomers calling our1-800 number. How dowe maximize value fromeach interaction?
We get millions of pagesviews. Thousands of peoplefill up the shopping cart.Hundreds consummatethe transaction. How dowe increase yield?Our Social Media
campaigns triggersthousands of conversations.How do we derive valuefrom these conversations?
01
02
03
typical challenges that customer value maximization solves
We have millions ofcustomers calling our1-800 number. How dowe maximize value fromeach interaction?
We get millions of pagesviews. Thousands of peoplefill up the shopping cart.Hundreds consummatethe transaction. How dowe increase yield?Our Social Media
campaigns triggersthousands of conversations.How do we derive valuefrom these conversations?
Out of all the customerwalk-ins that we getevery day, how do wemaximize value?
01
02
03
04
typical challenges that customer value maximization solves
We have millions ofcustomers calling our1-800 number. How dowe maximize value fromeach interaction?
We get millions of pagesviews. Thousands of peoplefill up the shopping cart.Hundreds consummatethe transaction. How dowe increase yield?Our Social Media
campaigns triggersthousands of conversations.How do we derive valuefrom these conversations?
Out of all the customerwalk-ins that we getevery day, how do wemaximize value?
We have millions ofcustomers with usalready. How do Imaximize value fromthem?
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