d2d greyhound proposal 1 2 (3)

7/31/2019 D2D Greyhound Proposal 1 2 (3)

1/9

"

Customer Lifecycle

ManagementInvesting in Profitable Relationships


2/9

OperationalExcellence

Market characterised bycommoditised serviceproviders

Opportunity todifferentiate

CommercialOpportunityIdentification

Segment baseTargeted campaigns todeliver acquisition andretention objectives

Align with IntegratedMarketing Plan

TransformationalGrowth

Execute campaigns tocapture value

Voice of the Customerprogramme, e.g. NPS, toguide proposition

development, channelmanagement, servicemanagement andoperations

Commercial Execution

NPS Feedback Loop


3/9

RetentionAcquisition

Stages

Consider JoinUse &

PayChange Get Help Leave


4/9

Considerations by Stage

Consider

What attracts newcustomers?

CompetitiveAdvantage

Trends

Join

Simple &Straightforward?

Are promises met?Fulfillment?

Multi-channel?Consistency acrosschannels?

Any join-stageissues? Bill shock,etc.?

Use & Pay

Pre-payEasy to top-up?Multi-channels?IOU?Balance checking

online/app

Post PayDD, Credit/Debit

cards?

Usage reportingThoughtLeadershipTips & tricks to

minimise costs

Responsiblerecycling

Latest trends inwastemanagement

Change

Pre-post migrationApply discount/offer/promotion

Additional binUpgrade bin (size)Collection schedulechange?

Get Help

Lost/broken binNo collectionTop-up issuesBill/Account QueryComplaint

Leave

Leave door open toreturn

Bank your detailsKeep in touchRecover bin


5/9

Base Management

Segmentation

Analytics

Propositions

Campaigns

Sales/Leads


6/9

Segmentation Objectives

Acquisition

Support acquisition team improved lead quality higher conversion rate

Targeted Campaign Planning Protect & enhance margin Enable cross- & up-sell for

field teams and contact centre

Retention

Reduce churn Reinforce value delivered Early warning of changing

behaviour patterns

Harmonise company culturearound customer experience Differentiated customer service

Manage contact to base avoidspamming/over-contacting


7/9

Segmentation Model Strawman

Recency Frequency Value





8/9

Delivering a Model

Item Description Objective Duration

(Days effort)

Milestone

1 High-level review of available data to

flesh-out strawman.

Establish that theres sufficient data to

support segmentation objectives

2 Yes

2 Combine data review with focus groups

and workshops with key personnel

Identify range of potential segments 2 No

3 Collaboration with sales, marketing and

product team(s) to sharpen focus on key

segments

Develop & refine segments 2 Yes

4 Adopt and embed new model in sales,

marketing and product developmentprocesses.

Company-wide understanding of the role &

benefit of segmentation and what it meansfor them.

3 No

5 Connect the segmentation model with

the integrated marketing strategy for the

business

Provide guidance to the business to ensure

that the marketing strategy and campaigns

align with the segments and that results are

measurable and achieved.

3 Yes

6 Guidance on aligning the organisation

around the customer experience

Define framework for transactional and

relationship NPS, including stakeholder

understanding of impact on customer

experience

5 Yes

Phase 1

Phase 2

Phase 3


9/9

Aligning with an Integrated

Marketing StrategySegmentation

Base Management determines prioritysegments for acquisition or retentioncampaigns

Product Marketing & Marcomms

Propositions must appeal to decisiondrivers in target segments

Multi-channel comms planningAlign stakeholders & support teams

Campaign Management

Execution of contact strategy via directand field-based teams

Measurement: conversion rate (sales,leads), consideration

Operations

FulfillmentCustomer Feedback

Customer Experience

Customer feedback after key interactionsAssess perception of connectedness withbrand values walk the talk.

d2d greyhound proposal 1 2 (3)

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