Top tips for customer retention whos really your most valuable - - PowerPoint PPT Presentation

Top tips for customer retention – who’s really your most valuable customer?

Charlotte Lewis & Rob Willis

In 20 minutes you will learn how to...

• Improve customer retention
• Maximise the potential of your customer data
• Segment your contact list to target marketing communications
• Generate new leads for ongoing campaigns

Impersonal and generic campaigns

• Can damage company image

and reputation

• Generic and boring
• Resembles spam
• How relevant is it to the customer?

Don’t make assumptions!

How could they be improved?

• Personalise names in your communications using

simple tools like Mail Merge

• By segmenting your list according to preferences

and behaviour you can choose the right messages for the right people

• Now you can prepare more than one message and

increase the effectiveness of communication

Who lives at WR2 6NJ?

Not only will a postcode give you a geographical location. It also tells you: If they buy wine regularly, go camping in the US, read The Sun or The Financial Times, if they are a member

• f the National Trust... even if they eat granary bread!

Find out who your customers really are!

Age

0-18 19-25 26-35 36+

How could you use this information?

• Already use postcode lookup? Why not capture demographic

information at the same time

• Once signed up redirect them to a relevant area on your website
• Send a newsletter with relevant content
• Target specific premium customers
• All about making it more relevant!

The money saved can be pretty big. It stops us putting thousands of pounds into a campaign and getting nothing back.” Customers are impressed with the effect Customer Profiling has – they’re amazed we can get that kind of

• information. Our direct customers love it!

“

Pricing

Cost Credits £25 300 £50 1000 £150 3,500 £250 7,500 £500 20,000 ... ...

• Two credits required per postcode
• Send us your data and we can append

it with demographic information