059麦肯锡--crm研究报告45页.ppt

SEGMENT MANAGEMENT TREND - 1
. those that leave or reduce relationship because actively dissatisfied, often by a specific event
inertial migrators
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ESSENTIAL TO UNDERSTAND ISSUE DRIVERS AND COST OF FIXING
Sources of dissatisfaction
Understand what drives dissatisfaction
Understand cost of fixing
Use key breakpoints not to overspend
Structural drivers
Problem resolution
Dissatisfaction opportunity
High %
Low %
Coverage
Service level
Friendly staff
Consistency of service
Quick resolution
Source: McKinsey proprietary research
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deliberative migrators
., frequently re-evaluate decisions, reaffirm/switch to chosen brand based on merits; rational decision-maker
SEGMENT MANAGEMENT TREND - 2
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SEGMENT IS PLEX, DUE TO DELIBERATION ON SEVERAL DIMENSIONS
Product and performance attributes
Value
Quality
Functional benefits
Relationship benefits
Value based on personalized service
Strong emotional relevance
Information sharing that creates value exchange
Differentiated loyalty rewards
Process benefits
Ease of access to product information
Broad product selection
Simplified/assisted decision making
Convenient transactions
Automatic product replenishment
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SEGMENTING CUSTOMERS WITH DISTINCT BENEFIT PREFERENCES
Segment characteristics
Percentage of population
Process and relationship
Function and process
Function and relationship
Function only
Consider brand relationship important and have high expectations for the standard of customer service
Want product features and efficient, effective customer service
Want good value and the chance to earn rewards for loyalty
bination of quality and value
33
8
22
37
Credit cards
Insurance
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IMPLICATIONS FOR BUILDING LOYALTY AMONG THOSE CHOOSING TO GO OR STAY
Understand drivers of deliberation
Create/package the right set of benefits
Address underlying basic issues (., price, product