管理咨询059麦肯锡-crm研究报告

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1、SA-SU0050-030611-A4重要资料敬请保密看后删除SA-SU0050-030611-A41SEGMENTMANAGEMENTTREND-1e.g.thosethatleaveorreducerelationshipbecauseactivelydissatisfied,oftenbyaspecificeventinertialmigratorsSA-SU0050-030611-A42ESSENTIALTOUNDERSTANDISSUEDRIVERSANDCOSTOFFIXINGSources

2、ofdissatisfactionUnderstandwhatdrivesdissatisfactionUnderstandcostoffixingUsekeybreakpointsnottooverspendStructuraldriversProblemresolutionDissatisfactionopportunityHigh%Low%CoverageServicelevelFriendlystaffConsistencyofserviceQuickresolutionSource:McKi

3、nseyproprietaryresearchSA-SU0050-030611-A43deliberativemigratorse.g.,frequentlyre-evaluatedecisions,reaffirm/switchtochosenbrandbasedonmerits;rationaldecision-makerSEGMENTMANAGEMENTTREND-2SA-SU0050-030611-A44SEGMENTISMORECOMPLEX,DUETODELIBERATIONONSEVERA

4、LDIMENSIONSProductandperformanceattributesValueQualityFunctionalbenefitsRelationshipbenefitsValuebasedonpersonalizedserviceStrongemotionalrelevanceInformationsharingthatcreatesvalueexchangeDifferentiatedloyaltyrewardsProcessbenefitsEaseofaccesstoproducti

5、nformationBroadproductselectionSimplified/assisteddecisionmakingConvenienttransactionsAutomaticproductreplenishmentSA-SU0050-030611-A45SEGMENTINGCUSTOMERSWITHDISTINCTBENEFITPREFERENCESSegmentcharacteristicsPercentageofpopulationProcessandrelationshipFunc

6、tionandprocessFunctionandrelationshipFunctiononlyConsiderbrandrelationshipimportantandhavehighexpectationsforthestandardofcustomerserviceWantproductfeaturesandefficient,effectivecustomerserviceWantgoodvalueandthechancetoearnrewardsforloyaltyWantcombinati

7、onofqualityandvalue3382237CreditcardsInsuranceSA-SU0050-030611-A46IMPLICATIONSFORBUILDINGLOYALTYAMONGTHOSECHOOSINGTOGOORSTAYUnderstanddriversofdeliberationCreate/packagetherightsetofbenefitsAddressunderlyingbasicissues(e.g.,price,product)Buildtailoredoff

8、erings(e.g.,CRM,frontlinesalesexecution)Changepointsofdeliberation(e.g.,recognition/rewardsprograms,offer/servicechanges)CommunicatethebenefitTypicallyseeimpactof20-30%onmigrationSA-SU0050-030611-A47KeyLeversKEYTRENDSOFSUC