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  Campaigns  to  Existing  Customers       Since  your  existing  customers  are  your  most  valuable  asset,  your  marketing  programs  for  this  group  are   incredibly  important.    You  have  a  number  of  goals:     „ Maintain  your  relationship  with  existing  customers  and  keep  them  buying   „ Expand  your  relationships:    upsell,  cross-­‐sell,  and  gain  referrals   „ Identify  customers  that  are  at  risk  of  defecting   „ Continually  deliver  on  your  value  proposition  and  brand  promise     There  are  a  number  of  forms  your  marketing  programs  can  take:     Upselling,  cross-­‐selling,  and  expanding  your  relationship  to  other  decisionmakers   Account  penetration  activities   in  the  company   Incentives,  discounts  or  special  programs  to  reward  loyal  customers,  keep  them   Incentive  programs   buying  and  to  gain  their  referrals   Regular  communications  to  keep  your  company  in  front  of  decisionmakers   General  communications    

GENERAL  MARKETING  STRATEGIES       Current  customers  fall  within  four  general  buckets.    When  you  measure  loyalty  through  a  survey,  general   feedback  or  a  purchase  analysis,  you  can  determine  which  customers  are  in  which  bucket.    Here  are   suggested  marketing  strategies  for  reaching  out  to  each  group  of  customers.     CUSTOMER  TYPE  

STRATEGIES  (check  those  that  interest  you)  

 

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CUSTOMER  TYPE   Highly  Loyal:    Will   continue  to  purchase   from  you  because  you’re   far  &  away  the  best   solution  

STRATEGIES  (check  those  that  interest  you)      Always  deliver  on  your  brand  promise  and  value  proposition.        

   Customer  intimacy:    Continue  to  do  whatever  it  takes  to  please  the  customer   and  build  a  successful  relationship.          Price:    Constantly  monitor  your  competition  to  be  sure  you’re  the  leader.          Innovation:    Continue  to  innovate  &  meet  their  needs  better  than  the   competition.        Cross-­‐  and  up-­‐sell  your  primary  contact.    Constantly  look  for  opportunities  to   provide  better  products  to  meet  their  needs.        Ask  for  referrals  to  other  decisionmakers  inside  and  outside  the  organization.     Develop  reward  or  incentive  programs  for  providing  referrals  and  leads  (as  long  as  the   program  is  consistent  with  your  value  proposition  –  see  chart  on  next  page.)      Invest  in  programs  to  measure  customer  loyalty  so  you  know  they  fall  in  this   category.     Vulnerable:    These    These  customers  are  your  major  priority  in  terms  of  marketing  dollars.    Invest   customers  are  fairly  loyal   more  resources  into  your  campaigns  to  this  group.   but  will  entertain  the  idea     of  switching  to  your    Create  barriers  to  exit  by  creating  long-­‐term  offers  and  incentives  to  stay  with  you   competitors   (see  Habitual.)      Ask  them  how  you  can  do  better.    Do  it,  then  let  them  know  it’s  been  done!      Do  everything  you  would  do  for  Highly  Loyal  and  Habitual  customers.    

 

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CUSTOMER  TYPE  

STRATEGIES  (check  those  that  interest  you)  

Habitual:    These   customers  purchase  from     you  out  of  convenience   rather  than  true  loyalty.     Most  typical  when  your   value  is  price  and/or  your   customers  place  small   orders  on  a  regular  basis.     They’re  fairly  easy  to  lure     away.  

 Give  these  customers  strong  incentives  to  stay  with  you      Long  term  contracts      Regular  discounts  (if  price  is  your  value  proposition)      Bonuses  or  additional  discounts  when  they  reach  certain  volume  levels   (also  most  appropriate  when  selling  on  price)      Make  it  as  easy  as  possible  for  your  customers  to  buy    Your  order  processing  systems  should  be  very  strong  and  simple    Set  them  up  on  an  automated  repurchase  program  if  appropriate    

 Communicate  with  them  regularly      

Dissatisfied:    These   customers  are  unhappy   and  will  probably  switch   to  a  competitor  unless   you  do  something   substantial  to  win  them   back  

 Measure  their  purchase  frequency  to  establish  whether  you’re  still  getting  their  

business;  if  not,  offer  incentives  &  promotions      Deliver  on  your  value  proposition  and  brand      Calculate  the  lifetime  value  of  the  dissatisfied  customer  to  make  sure  the  account   is  worth  keeping.    Many  dissatisfied  customers  are  unlikely  to  stay  long  after  you  win   them  back,  or  they  consume  more  time  &  energy  than  they’re  worth.  [Customer   Lifetime  Value  can  help]      Regularly  measure  your  customer  loyalty.      Try  to  keep  Vulnerable  and  Habitual  customers  from  dropping  to  this  level.    

  It’s  also  important  to  consider  your  value  proposition  when  developing  campaigns  to  existing  customers.     VALUE  PROPOSITION   (check  yours)    

   Operational   efficiency  /  cost   leadership    

   Customer  intimacy  /  

POTENTIAL  LOYALTY  CAMPAIGNS   (check  those  that  interest  you)    Develop  a  referral  program  where  current  customers  earn  cash  back,  freebies  or   other  special  deals  when  they  refer  another  prospect  or  customer.    Lock  customers  into  long-­‐term  contracts  that  offer  better  pricing  and  long-­‐term   security.    Create  volume  programs  that  offer  a  discount  when  they  reach  a  certain  volume   level.    Offer  special  discounts  to  existing  customers  to  get  them  to  try  new  products.    Generate  monthly  email  specials  and  send  to  customers  on  a  email  distribution  list.      Recognition  program:    Host  a  special  event  or  provide  a  high-­‐value  gift  to  thank  a  

 

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VALUE  PROPOSITION   (check  yours)     solutions      

   Customer  intimacy  /   solutions  

POTENTIAL  LOYALTY  CAMPAIGNS   (check  those  that  interest  you)   valued  customer  for  their  business,  such  as  a  golf  outing  with  key  employees,  a   special  dinner,  a  trip,  or  a  piece  of  artwork  with  a  plaque.    Create  an  internal  reward  system  for  the  team  that  manages  existing  accounts.     Nominate  employees  based  on  going  “above  and  beyond”  for  a  customer.    Ask  your   customers  to  nominate  their  rep  if  appropriate.      Create  a  case  study  or  white  paper  that  enables  both  companies  to  jointly  promote   your  products/services.    Provide  valuable  educational  information  for  other   companies  based  on  the  experience  your  companies  have  gained  in  working   together.      

  Use  this  section  to  work  out  the  details  of  the  concepts  you  checked  above.     Campaign  concept             Purpose  /  goals             Recipients             Timing             Use  the  Marketing  Campaigns  section  to  help  you  further  plan  and  launch  your  campaign  if  needed.    

ACCOUNT  PENETRATION  ACTIVITIES    

Customer  Retention  „  Campaigns  to  Existing  Customers  

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„ „ „ „

Can  you  “up-­‐sell”  an  upgraded  product/service  to  your  current  customer?   Can  you  increase  the  number  of  units  s/he  purchases?   Can  you  “cross-­‐sell”  sell  additional  products/services  to  your  existing  contact?   Can  you  sell  to  other  contacts  within  the  same  company?  

  If  you  have  personal  relationships  with  your  customers,  you  can  put  together  account  maximization  plans  on   a  one-­‐by  one  basis.        

ACCOUNT  MAXIMIZATION  PLAN     Use  this  form  to  help  expand  your  relationship  with  each  customer.       CUSTOMER     PRIMARY  CONTACT   ACCOUNT  MANAGER   DATE  

   

  Product(s)  this  contact  purchases    

 

  Up-­‐selling:    Can  we  upgrade  this   customer  to  a  better  version  of  this   product,  or  can  we  increase  the   volume?     Cross-­‐selling:    What  other  products     or  services  can  we  market  to  this   contact?       Is  this  contact  willing  to  offer  a   testimonial?   Are  there  any  ways  we  can  jointly   promote  our  relationship  and   build  both  businesses?     Can  this  contact  refer  us  to  other   potential  customers  inside  or   outside  the  company?       Track  your  referrals  below.    

 

 

 

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CONTACT  /  INFO   (ask  your  primary  contact  for  introductions)          

What  type  of  products  /  services  might  this   contact  need?          

NEXT  STEPS  

PERSON    

DUE  DATE  

                          If  you  have  a  large  group  of  customers  and  need  to  plan  your  penetration  campaigns  on  a  broader  basis,  this   section  can  help:     Customer  segment  

   

Products  this  segment  uses       Upgraded  products  /     services  these  customers  can   use     Ideas  for  increasing  the     number  of  units  they  buy     Supplemental  products  /     services  these  contacts  could   use     Other  departments  in  their   companies  that  could   become  customers    

 

  NEXT  STEPS  

PERSON    

DUE  DATE  

           

         

         

 

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ONGOING  COMMUNICATIONS  PROGRAMS     It’s  important  to  supplement  your  campaigns  with  ongoing  communications  programs.    By  doing  so,  you  can   „ Share  relevant  news  about  your  products  and  your  customers   „ Keep  your  company  in  front  of  decisionmakers   „ Reinforce  the  value  you  provide   „ Create  a  forum  for  generating  feedback  about  your  company     First,  decide  how  often  you  want  to  “touch”  your  customers.  [Customer  Lifetime  Value  can  help]     Customer  segment       Average  lifetime  value  of     customers  in  this  segment   Frequency  of  purchase       Frequency  with  which  you     should  reach  out  to   customers  (based  on   purchase  frequency)     Once  you  have  a  basic  frequency  in  mind,  here  are  ideas  for  different  types  of  basic  communications:     COMMUNICATION  PROGRAM  IDEAS   Thank  you  for  purchasing:    Send  a  letter  from  your  CEO,  a  card,  a  small  gift.    Make  sure  you   convey  your  value  proposition;  for  example,  if  it’s  intimacy,  send  a  handwritten  note;  if  it’s   price,  send  a  rebate  or  future  discount  coupon.     A  phone  call  to  make  sure  the  first  purchase  or  experience  has  gone  smoothly:  Consider   having  the  CEO  or  other  VIP  place  the  call  if  your  value  proposition  is  intimacy  or   innovation.     Newsletter:    Create  a  newsletter  to  keep  in  touch  with  your  customers.    [Sales  Tools  and   Literature  can  help]     Anniversary  note,  gift  or  discount  (based  on  your  value  proposition):      Send  an   acknowledgement  and  thank-­‐you  to  customers  for  staying  with  you  for  a  certain  period  of   time.     Unexpected  holiday  campaigns:    Send  out  a  unique  card  or  promotion  tied  to  something   unexpected  and  theme  the  promotion  around  Thanksgiving,  July  4,  or  any  non-­‐traditional   holiday.    

CONSIDER?      Y  

   Y  

   Y  

   Y  

   Y  

 

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COMMUNICATION  PROGRAM  IDEAS   Happy  Birthday:    Gather  your  customers’  birthdays  and  send  well-­‐wishes.     News  flash:    Send  your  customers  an  important  announcement  or  news  coverage  that   you’re  sure  will  interest  them,  and  include  handwritten  note  or  a  short  cover  letter   explaining  how  it  relates  to  them.       Once  you  have  a  list  of  ideas,  build  a  schedule  for  all  of  your  communication  programs.     MONTH  OF   RELATIONSHIP  

COMMUNICATIONS  TO  LAUNCH  

1  

„  

2   3  

„   „  

4   5  

„   „  

6  

„  

7   8  

„   „  

9   10  

„   „  

11   12  

„   „  

ETC.  

„  

CONSIDER?      Y      Y  

  You  can  also  build  a  schedule  tied  to  specific  industry  events,  normal  holidays,  etc.     MONTH   COMMUNICATIONS  TO  LAUNCH   „   JAN   „   FEB   MAR  

„  

APR   MAY  

„   „  

JUN   JUL  

„   „  

AUG   SEP  

„   „  

OCT  

„  

NOV   DEC  

„   „  

   

Customer  Retention  „  Campaigns  to  Existing  Customers  

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Customer  Retention  „  Campaigns  to  Existing  Customers  

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Campaigns to existing customers