2019年麦肯锡咨询crm研究报告

Process benefits
• Ease of access to product information • Broad product selection • Simplified/assisted decision making • Convenient transactions • Automatic product replenishment
delivering targeted offers that drive results and test capabilities
Dissatisfaction opportunity
Problem Low % resolution
• Friendly staff • Consistency of service • Quick resolution
• Understand
what drives
dissatisfaction
• Understand
n/a
22
4
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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
Relationship benefits
• Value based on personalized service • Strong emotional relevance • Information sharing that creates value
exchange
• Differentiated loyalty rewards
differentiate their core value proposition
• Leverage consumer attitudinal
profiles to manage customer relationship and value migration
• Build CRM by incrementally
rewards programs, offer/service changes)
• Communicate the benefit
5
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KEY TRENDS OFຫໍສະໝຸດ BaiduSUCCESSFUL CRM
How they use CRM to drive value
• Find practical ways to
0
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ESSENTIAL TO UNDERSTAND ISSUE DRIVERS AND COST OF FIXING
Sources of dissatisfaction
High % Structural • Coverage
drivers
• Service level
cost of fixing
• Use key
breakpoints
not to
overspend
Source: McKinsey proprietary research
1
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SEGMENT MANAGEMENT TREND - 2
deliberative migrators e.g., frequently reevaluate decisions, reaffirm/switch to chosen brand based on merits; rational decision-maker
– Address underlyTinygpbaicsiac lislysuesse(ee.g., price, product) – Build tailorediomffepriangcst(eo.gf.,2C0R-M30, f%rontline sales
execution)
– Change points oof dnelimbeirgatiroant(ieo.gn., recognition/
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SEGMENT MANAGEMENT TREND - 1
inertial migrators
e.g. those that leave or reduce relationship because actively dissatisfied, often by a specific event
3
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SEGMENTING CUSTOMERS WITH
DISTINCT BENEFIT PREFERENCES
Segment characteristics
Percentage of population
Credit cards
Insurance
Consider brand relationship
33
33
process
service
Function and relationship
Want good value and the chance to earn rewards for loyalty
41
8
Want combination of quality
Function only and value
2
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SEGMENT IS MORE COMPLEX, DUE TO
DELIBERATION ON SEVERAL DIMENSIONS
Functional benefits
• Product and performance attributes • Value • Quality
Process and important and have high
26
37
relationship expectations for the standard
of customer service
Function and
Want product features and efficient, effective customer