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New Customer Acquisition Presentation[1]

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Michael Lowenstein

Targeting the most desirable new customers is often missed in favor of throwing a non-selective, broad net. This brief presentation suggests approaches for acquiring the best prospective customers

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Michael Lowenstein, PhD CMC Senior Vice President, U.S. Operations Customer Management Center of Excellence Customer Targeting and Acquisition: Essential Foundations of Loyalty and Profitability
What is CRM? ,[object Object],[object Object],[object Object],[object Object]
Do Companies Have A Single, Enterprise-Wide View of Customers Today? ,[object Object],[object Object],[object Object]
Managing The Big Three: Acquisition, Loyalty and WinBack ,[object Object],[object Object],[object Object]
Customer Targeting, Segmentation, and Communication ,[object Object],[object Object],[object Object]
Interdependence of The Big Three ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The Importance of Customer Lifetime Value ,[object Object],[object Object],[object Object],[object Object],[object Object]
Moving Beyond Past Purchase Data to Customer Lifetime Value ,[object Object],[object Object],[object Object],[object Object],[object Object]
Targeting Prospects With Strong Loyalty Potential
Attract the Best Prospects ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Also…………….. ,[object Object],[object Object],[object Object],[object Object],[object Object]
Identify Customers You Don’t Want ,[object Object],[object Object],[object Object],[object Object],[object Object]
Most Companies Overemphasize Acquisition ,[object Object],[object Object],[object Object],[object Object],[object Object]
Why Does This Happen? ,[object Object],[object Object],[object Object],[object Object],[object Object]
So, What is The Most Appropriate Way to Approach Customer Targeting and Acquisition?
Conduct Original Prospect Research ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Develop and Build Products/Services With The Right Customers In Mind ,[object Object],[object Object],[object Object],[object Object],[object Object]
Staffing Considerations: Matching Employee Skills With Customer Needs ,[object Object],[object Object],[object Object],[object Object]
Avoiding the ‘Casanova Complex’ ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Work for Referrals, the Best Source of New Customers ,[object Object],[object Object],[object Object],[object Object],[object Object]
Turning Targeted Prospects Into Triers ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Next Stage: Triers Become Repeat Customers.......Or Defect (And Have To Be Won Back, If Desired)

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New Customer Acquisition Presentation[1]

  • 1. Michael Lowenstein, PhD CMC Senior Vice President, U.S. Operations Customer Management Center of Excellence Customer Targeting and Acquisition: Essential Foundations of Loyalty and Profitability
  • 2.
  • 3.
  • 4.
  • 5.
  • 6.
  • 7.
  • 8.
  • 9. Targeting Prospects With Strong Loyalty Potential
  • 10.
  • 11.
  • 12.
  • 13.
  • 14.
  • 15. So, What is The Most Appropriate Way to Approach Customer Targeting and Acquisition?
  • 16.
  • 17.
  • 18.
  • 19.
  • 20.
  • 21.
  • 22. Next Stage: Triers Become Repeat Customers.......Or Defect (And Have To Be Won Back, If Desired)