We not only deliver the insight as to
who you should contact and
why, but can also suggest which
channel you should use - sales visit, telephone call, email, direct mail,
conference - and optionally when (call frequency)
Using
our team's wide ranging analytical, marketing, business and targeting
skills, we will deliver a unique and very
affordable solution - usually within two to three weeks.
We
first take a copy of your customer and sales data
going back a few years together with any additional profile or research data, then apply varying 'grouping' approaches - including
analysing purchase recency, frequency and value (RFM) - to create a distinct
number of unique
database segments.
Each segment differentiates a set of people
who share similar characteristics. i.e. their profile, purchasing
behaviour, spend (value), interests, etc.
Next we repeat the exercise - again based on the snapshot of your sales data -
but this time frozen as at one
year ago (or an alternate timescale).
We can now compare both sets of segmentation measures and identify how customers have moved across segments
over the 12 month period. i.e. spotting which high-value customers have lapsed,
who
have spent more (or less) as a whole - or across separate product groups, which
customers are buying more or less frequently, etc.
We can also take account of each customer's
purchasing needs or where a company may be in its
development cycle - but this needs additional telephone or
survey research!
Finally
we refine and profile these comparison groups,
extracting sets of customer records in a format that is suitable to drive your sales and
marketing activities.
We compute and append new fields to
each
customer record to denote contact priority (a score used to help you optimise
call sequence), suggest which contact channel to use, the segment ID,
a 'likely impact' indicator, lifetime value - and how this is changing,
etc., optionally an optimum call frequency (usually derived
from purchase frequency, customer value, etc.), and then provide output.
What you will receive
Depending on your requirements our deliverables will vary
from client to client. However, at a minimum we will
provide:
-
Report including our strategic recommendations
-
Segmentation scheme
-
Customer dynamics analysis
-
Contact action file
-
Geographic breakdown showing customers needing attention
-
Separate lists in a spreadsheet format for each of your sales team
-
And - if part of an ongoing solution - we can develop and keep updated,
a
dashboard that keeps track of
segment changes month on month.
To 'steer' your sales team we can supply a file that you could read into your CRM
system and on which to make selection on who to call or
visit, a spreadsheet that contains all contact details - with
new fields appended and colour-coded, and/or a set of separate
spreadsheets (or files) for each member of your sales team.
We can even produce one or more maps to show you where to concentrate your
efforts! If you need an alternative output format,
then let us know and we will see what we can do.
Our solution provides the intelligence as to which people you should contact most urgently
(and or frequently) by
telephone or with a personal visit, and which groups to mail or email.
We can also suggest what you should communicate when you contact them!
Subsequent activities can include regular updates to the
sales targeting insight solution (monthly or quarterly); a
realignment of sales territories - balanced to take account
of call frequency and value; a lapse prediction and
prevention programme; and migrating your data into a
'targeting workbench' system for optimised targeting.
And if you need help with developing and implementing a
data-driven sales and marketing strategy,
click here
To find out more and
optionally view a sample of a targeting insight project,
give
Tech4T a call on +44 (0)1733
890790,
or
click here
Click here
for a recency, frequency, value segmentation example
