059麦肯锡--crm研究报告45页

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1、SEGMENTMANAGEMENTTREND-1e.g.thosethatleaveorreducerelationshipbecauseactivelydissatisfied,oftenbyaspecificeventinertialmigrators0SA-SU0050-030611-A4ESSENTIALTOUNDERSTANDISSUEDRIVERSANDCOSTOFFIXINGSourcesofdissatisfactionUnderstandwhatdrivesdissatisfactionUnderstandcostoffixingUsekeybreakp

2、ointsnottooverspendStructuraldriversProblemresolutionDissatisfactionopportunityHigh%Low%CoverageServicelevelFriendlystaffConsistencyofserviceQuickresolutionSource:McKinseyproprietaryresearch1SA-SU0050-030611-A4deliberativemigratorse.g.,frequentlyre-evaluatedecisions,reaffirm/switchtochos

3、enbrandbasedonmerits;rationaldecision-makerSEGMENTMANAGEMENTTREND-22SA-SU0050-030611-A4SEGMENTISMORECOMPLEX,DUETODELIBERATIONONSEVERALDIMENSIONSProductandperformanceattributesValueQualityFunctionalbenefitsRelationshipbenefitsValuebasedonpersonalizedserviceStrongemotionalrelevanceInformati

4、onsharingthatcreatesvalueexchangeDifferentiatedloyaltyrewardsProcessbenefitsEaseofaccesstoproductinformationBroadproductselectionSimplified/assisteddecisionmakingConvenienttransactionsAutomaticproductreplenishment3SA-SU0050-030611-A4SEGMENTINGCUSTOMERSWITHDISTINCTBENEFITPREFERENCESSegment

5、characteristicsPercentageofpopulationProcessandrelationshipFunctionandprocessFunctionandrelationshipFunctiononlyConsiderbrandrelationshipimportantandhavehighexpectationsforthestandardofcustomerserviceWantproductfeaturesandefficient,effectivecustomerserviceWantgoodvalueandthechancetoearnre

6、wardsforloyaltyWantcombinationofqualityandvalue3382237CreditcardsInsurance4SA-SU0050-030611-A4IMPLICATIONSFORBUILDINGLOYALTYAMONGTHOSECHOOSINGTOGOORSTAYUnderstanddriversofdeliberationCreate/packagetherightsetofbenefitsAddressunderlyingbasicissues(e.g.,price,product)Buildtailoredofferings(

7、e.g.,CRM,frontlinesalesexecution)Changepointsofdeliberation(e.g.,recognition/rewardsprograms,offer/servicechanges)CommunicatethebenefitTypicallyseeimpactof20-30%onmigration5SA-SU0050-030611-A4KeyLeversKEYTRENDSOFSUCCESSFULCRMRelyonexistingassetsPilotcapabilitiesincr