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CUSTOMER CENTRICITY SIM RESULTS Peter Sarah HBP Product No. WH0007.

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Presentation on theme: "CUSTOMER CENTRICITY SIM RESULTS Peter Sarah HBP Product No. WH0007."— Presentation transcript:

1 CUSTOMER CENTRICITY SIM RESULTS Peter Fader @faderp Sarah Toms @sarahetoms HBP Product No. WH0007

2 NOTE TO INSTRUCTORS Please treat the information in this presentation as you would a teaching note. DO NOT COPY OR POST

3 KNOWLEDGE FOR ACTION Simulation Debrief CUSTOMER CENTRICITY

4 KNOWLEDGE FOR ACTION The Simulation Experience Simulation Debrief CUSTOMER CENTRICITY The overall landscape The tactics The process The results

5 KNOWLEDGE FOR ACTION The Simulation Experience: Overall landscape Simulation Debrief CUSTOMER CENTRICITY Customer heterogeneity Understanding the sectors The role of the products Regional differences Acquisition channels

6 KNOWLEDGE FOR ACTION Customer Heterogeneity Simulation Debrief CUSTOMER CENTRICITY Customer Goodness: underlying propensities that drive CLV These propensities include behaviors such as: Length of “life” as a customer Purchase more/higher valued products and services Refer others

7 KNOWLEDGE FOR ACTION Customer Lifecycle Simulation Debrief CUSTOMER CENTRICITY Customer goodness will evolve over time, based on investments in retention and development (which are driven by strategic spend decisions) But these differences are quite small compared to the differences in baseline goodness at time of acquisition

8 KNOWLEDGE FOR ACTION Early vs. Late Adopters Simulation Debrief CUSTOMER CENTRICITY Early: Higher mean goodness More heterogeneity Late: Worse goodness Less heterogeneity

9 KNOWLEDGE FOR ACTION Simulation Debrief CUSTOMER CENTRICITY Understanding the Sectors

10 KNOWLEDGE FOR ACTION Differences/dynamics across Market Sectors Simulation Debrief CUSTOMER CENTRICITY Substantial differences across sectors in mean/variance of customer goodness These sector-specific distributions can change over time with targeted spending But some of the differences are inherent to the sectors (e.g., saturation) Role of competition No major disruptions/”curve balls”

11 KNOWLEDGE FOR ACTION Slides about (non) differences across products/regions [Download simulation-specific data for this slide using your administrative login]

12 KNOWLEDGE FOR ACTION The Simulation Experience: Tactics Simulation Debrief CUSTOMER CENTRICITY Acquisition Internal External Referral Retention Development Branding CRM/Analytics Language/Culture of CC

13 KNOWLEDGE FOR ACTION Acquisition Spend Simulation Debrief CUSTOMER CENTRICITY Casting a net External Sales and Marketing Throwing a spear Internal Sales and Marketing

14 KNOWLEDGE FOR ACTION Acquisition Spend Simulation Debrief CUSTOMER CENTRICITY External Sales and Marketing Internal Sales and Marketing

15 KNOWLEDGE FOR ACTION Retention and Development Decisions Simulation Debrief CUSTOMER CENTRICITY Customer Service Loyalty Program Strategic Account Mgr Premium Offering

16 KNOWLEDGE FOR ACTION Retention and Development Decisions Simulation Debrief CUSTOMER CENTRICITY Platinum Gold Silver Iron Lead

17 KNOWLEDGE FOR ACTION Retention and Development Decisions Simulation Debrief CUSTOMER CENTRICITY Targeted Customers High ValueLow Value Tactical Approach Offense Defense

18 KNOWLEDGE FOR ACTION Retention and Development Decisions Simulation Debrief CUSTOMER CENTRICITY Targeted Customers High ValueLow Value Tactical Approach Offense Premium OfferingsLoyalty Programs Defense Strategic Acct ManagementCustomer Service

19 KNOWLEDGE FOR ACTION Branding Simulation Debrief CUSTOMER CENTRICITY

20 KNOWLEDGE FOR ACTION Branding Effects Simulation Debrief CUSTOMER CENTRICITY Hard to see/measure directly, but still very powerful Branding “amplifies” customer goodness attributes/drivers (e.g., customer service)  “Lubrication for the CC engine”

21 KNOWLEDGE FOR ACTION Understanding the Numbers thru CRM Simulation Debrief CUSTOMER CENTRICITY What information was important? Which reports did you buy (or create)? How did you use the data?

22 KNOWLEDGE FOR ACTION [Download simulation-specific data for this slide using your administrative login]​

23 KNOWLEDGE FOR ACTION Awesome job creating value for Hartnow!

24 KNOWLEDGE FOR ACTION Now let’s talk about propensities … baby

25 KNOWLEDGE FOR ACTION Simulation Debrief CUSTOMER CENTRICITY Automotive Churn [Download simulation-specific data for this slide using your administrative login]​

26 KNOWLEDGE FOR ACTION Simulation Debrief CUSTOMER CENTRICITY Aerospace Churn [Download simulation-specific data for this slide using your administrative login]​

27 KNOWLEDGE FOR ACTION Simulation Debrief CUSTOMER CENTRICITY Defense Churn [Download simulation-specific data for this slide using your administrative login]​

28 KNOWLEDGE FOR ACTION Simulation Debrief CUSTOMER CENTRICITY [Download simulation-specific data for this slide using your administrative login]​

29

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