1) CRM focuses on understanding customers throughout the entire customer lifecycle from initial awareness to repeat purchases. Segmenting customers based on metrics like recency, frequency, and monetary value allows companies to better target high-value customers. 2) Analysis of a yogurt company's loyalty program showed that a small percentage of highly engaged customers accounted for a disproportionate amount of sales and brand advocacy. 3) Developing targeted marketing strategies for different customer segments through a "customer map" can help companies improve retention of high-value customers and re-engage inactive customers.

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精準式行銷的第一步—
90分鐘上手CRM：了解你的消費者！

2. CRM ≠ Database
Call Center
Loyalty Program
After Sales
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3. Three CRM Focus
Retention Acquisition
CRM
Strategic
Focus
Extension
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4. It’s About The Whole Cycle
Social
Sharing
Pre-Sales Sales After-Sales
Need Awareness Interest Search Purchase Usage Re-purchase
需求产生 知名 兴趣 搜寻 购买 使用 重复购买
Churn
流失
Branding
and
Marketing
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5. CRM ≠ Customer
Relationship
Management
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6. ≠ Let go of
control.
~A.G. Lafley, CEO of P&G
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7. Media Fragmented.

8. Consumer is in control.
8

9. Digitalization.
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10. 在網路上全球每天有超過 1000亿 的link點点击产生，
Google每天的搜索量超过20亿次，30亿的Video在Youtube上播放
全球 5%的电力每天用于发送超过2900亿封的电子邮件
10亿的items在face book上被分享
每秒钟有8 TB的信息通过IM发出，有4,700万新的网站加入互联网，
2.34亿的网页被浏览
每天有73,000台Iphone被售出，54万台的Andorid Phone被激活，超过
2700万的Iphone app被下载……
这是一个 Big Data 的时代！

11. Who Are Your Customers?
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12. 12

13. They Are Not The Same, And
They Are Not Equal.
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14. Segmentation!
Most valuable customers
Most growable customers
Marginal
Media Unprofitable
E-channels
Direct mail
Telemarketer
In-person service reps
Dedicated service
reps
Source: Peppers & Rogers Group
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15. How?
R
ecency
F
requency
M onetary
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16. Case : i-Yogurt.cn
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17. Lucky Draw Every Week!
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18. 2008 Results
More than 1x0,000 new members registered.
4xx,000 pin-codes entered.
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19. Meanings of The Figures
Pin-code 输入
4xx,xxx = ￥4,638,480 = %
(零售價值) (08整體销售零售额%)
Member 数
2xx,xxx X ￥22?50? X 5年 =￥23,303,280
￥52,962,000
(每人每年優酪乳購買金額)
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20. 顧客終身價值(Customer Lifetime Value)指的是在
未來一段時間之內，企業可從個別顧客獲得利潤之淨
現值。 ~Arthur Hughes(1994)
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21. On Average
3 pin-codes per member.
Over 20
remained interested in.
days
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22. Segmenting Members Into 5 Levels
Level定义（X为输入
Level Pin-con的笔数）
5 5 X>10
4 4 4<X<=10
3 3<=X<=4
3
2 X=2
2
1 X=1
1
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23. Percentage of Loyal Customers
Less Than Expected
Level % of Members
5 5 2.7%
4 4 5.4% 15.9%
3
3 7.8%
2 13.5%
2
1 70.6%
1
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24. However, Their “Value” Contributions
Are Much Higher
Monetary Value Values Per
Level % of Members
Contribution Member (in RMB)
5 5 2.7% 4x% 5xx
4 4 5.4% 1x% 7x
3
3 7.8% 9.x% 4x
2 13.5% X% 2X
2
1 70.6% 2X% 1X
1
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25. They Are Also “More Engaged”
Days Remained
Level % of Members
Interested In
5 5 2.7% 1x7
4 4 5.4% 1x5
3
3 7.8% 6x
2 13.5% 2X
2
1 70.6% -
1
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26. Implications in Strategy
Level % of Members
5 5 2.7% Create WOM
4 4 5.4%
Grow Value
3
3 7.8%
2 13.5%
2 Enhance Brand
1 70.6% Preference
1
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27. What Else?
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28. AD Didn’t Bring Members
8x% of members entered pin-codes.
• Pin-code started from Jun.
• AD placed in Jun, July
and Sep.
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29. Product Package Did Have Impact
V.S.
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30. The 1st 4 Weeks Are Crucial
For “Building Engagement”.
08 Jun註冊會員 - Pin-code興趣延續天數
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31. Develop Lifecycle eDMs
Newly 1st 2nd 3rd 4th 2nd 3rd 6th
Subs We We Mo Mo Mo
cribe ek ek We We nth nth nth
d ek ek
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32. Much Better Performance !
32

33. Create The 2nd Chance!
与5X% 的新会员增加一次(含)以上品牌曝光;
4X%增加一次(含)以上深入互动
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34. Customer Map for More Precise Segmentation – Establishing
Attributes For Individual Member/Customer
Brand Engagement/ Value Contribution Index
High
Trace & Analyze the Shifting
in Member Attitude
Previous Engagement Score
Current Engagement Score
5 4 3 2 1
5
4
3
2
Low 1
Scoring on an each member’s responses to
campaigns, eDMs, pin-code activities, etc.;
segmenting into 5 levels
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35. Actionable Customer Map –
Identifying Gap and/or Opportunity in Key Customer Segments
More Precise Segmentation
Brand Engagement
(H , H) (H , L)
(L , H) (L , L)
Value (R-F-M Mode) Demographics
Gap & Opportunity Analysis
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36. Actionable Customer Map –
Developing Strategies for Different Customer Segments
Nurturing Program Retention Program
• Regular e-Paper • Community to
Brand Engagement
• Online branding enhance sense of
campaigns Highly Potential Brand Advocates belongings
• Offline event Conversion • Automatic e-caring
MGM Program
invitation, etc. Program
program
• Point program, etc.
Swinging Inactive Customers
Opportunity
Attrition Analysis
Analysis
Value
Prospects Customers Contribution
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