11. Engagement must equal value Understanding the value of a customer – and their levels of engagement with the brand – can determine that customer’s value to the organisation. Value can be determined by the breadth of products and services used and profit contribution – be that through customer product portfolio, segment participation, cost to serve and referrals. By “scoring” segments, strategies can be developed to migrate them to higher value contribution tiers – be that significant movement or simple evolution. As not all customers are created equal, differentiation strategies can be applied for migration, up-sell, cross-sell and retention based on their score.
12. S coring contribution Overlaying your database to this matrix provides insights into where a customer enters, moves to and ultimately remains, specific to the value that the customer delivers to an organisation. Using a model correlating Value and Engagement allows us to identify a variety of options for specific message delivery and drive increased results by presenting more relevant messages by targeting fewer customers. At entry point, most customers will fall into the lower quadrant – not of discernable value nor significantly engagement. An initial Value contribution implies some form of Engagement with the organisation’s products and services. Q3 Q4 Q1 Q2 Value Engagement
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