Diagram of SEVEN modules:

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Starting Point

• Development of an integrated customer database to support the company in the creation of service, marketing and distribution strategies covering all areas of business

Brief

• The realisation of an integrated customer database for the German mass market
• Establish foundation for a company-wide customer value representation
• Systematic provision of usable and comprehensive customer related data

Approach

• Formulation of the technical requirements of the customer database
• Foundations for the future technical configuration of the database
• Conception of a ‘clickable’ prototype on the basis of technical requirements
• Integration of call centre applications

Results

• Speeding up and optimisation respectively of front end processes (e.g. via improvement of user interface and functionality)
• Customer interaction in all business areas via comprehensive access to customer data
• Utilisation of potentials across all business areas (e.g. cross and up-selling)

Starting Point

• Identification of the elements and offers that create customer loyalty
• Taking into account the individual values that can be used to develop an optimal loyalty scheme

Brief

• Development of a set of guidelines to create a pan-European EOLP (European Owner Loyalty Program)
• Identification of sensible CRM activities with different benefits (e.g. cost saving, time saving, etc.)
• Development of flexible EOLP concepts that can be implemented across European markets

Approach

• Development of a “conjoint analysis” model based on individual interviews and questionnaires
• Quantitative field work
• Grouping of 30 customer loyalty activities into four groups
• Evaluation of the analysis results, four customer loyalty groups with a focus on
• Effectiveness (loyalty generation, popularity with customers)
• Efficiency (costs/benefits)
• Breakdown of the results into market groups

Results

• Identification of different customer segments and their allocation to different benefit segments
• Description of segments in socio-demographical terms
• Creation of three different loyalty schemes and strategic recommendations
• Identification of the most efficient single measures

Starting Point

• Scope for more customer loyalty in comparison with competition
• No comprehensive loyalty scheme (patchwork of single measures) on a corporate or business level

Brief

• Development of a customer retention strategy and mechanic based on:
• An analysis of customer points of contact
• “Defector” analysis
• Identification of those customers at risk of switching
• Identification of loyalty drivers
• Identification of actions required

Approach

• Development of a singular, company-wide CRM blueprint
• Development of a strong factual basis by collecting and consolidating extensive market research results
• Organisation of management teams for the integration and mobilisation of all relevant staff
• Support with the implementation by coordinating internal and external partners

Results

• Establishment of a mutual understanding regarding the customer retention strategy, mechanic and measures
• Successful implementation of a customer contact programme as a first step towards a CRM blueprint
• Successful translation of the results in other markets

Starting Point

• Unsystematic and inefficient customer retention measures

Brief

• Benefit analysis of individual customer retention measures
• Clustering of like-minded groups with similar CRM preferences
• Efficiency and impact analysis of measures being considered

Results

• Development of an appropriate offer package characterised either by high efficiency (cost to benefit ratio) or by their influence on customer retention (highest absolute benefit increase)

Starting Point

• Differing existing approaches to customer retention programmes within the group
• Too many uncoordinated “one-off” measures in the company

Brief

• Introduction of a customer retention programme for business customers

Approach

• Development of the strategy and definition of the programme objectives
• Analysis of the customer base and assessment of potentials
• Budget planning / timings and cost benefit analysis (including Business Case)
• Confirmation of the offer and development of accompanying communications activity to support its launch

Results

• Company-wide customer retention programme
• Marketing concept with supporting communications activity (internal and external)