hernan litvac ecommerce day 2016
TRANSCRIPT
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Herná[email protected]@Litvac
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CUSTOMERCENTRICVSPRODUCTCENTRIC,ELPODERDELCUSTOMERLIFETIMEVALUE
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ENQUÉPENSAMOSCUANDOPENSAMOSEN
CUSTOMERCENTRIC?
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QUÉEMPRESASESTANAPLICANDOESTRATEGIASCUSTOMERCENTRIC?
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NETFLIX,AMAZON,BESTBUY
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NETFLIX,AMAZON,BESTBUY
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NETFLIX,AMAZON,BESTBUY
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Unaestrategiaparaalinearlosproductosyserviciosdelacompañíaconlosdeseosynecesidadesdesusclientesmásvaliosos,conelobje2vodeobtenermásbeneficiosalargoplazo.
Mar2nZwilling
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Unaestrategiaparaalinearlosproductosyserviciosdelacompañíaconlosdeseosynecesidadesdesusclientesmásvaliosos,conelobje2vodeobtenermásbeneficiosalargoplazo.
Mar2nZwilling
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CÓMOIDENTIFICOMISCLIENTESMASVALIOSOS?
CÓMOCALCULOELBENEFICIOENELTIEMPO?
CÓMOPUEDOALINEARMISPRODUCTOSCONSUS
DESEOS?
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ANALIZARLADATA
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eselcorazóndeunaestrategia“CUSTOMERCENTRIC”
DATA
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CÓMOIDENTIFICARLOSCLIENTESMASVALIOSOS?
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METODODESEGMENTACIÓN
R.F.M.
RecenciaFrecuenciaMonetario(valor)
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METODORFM
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METODORFM
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METODORFM
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METODODESEGMENTACIÓNR.F.M.
ClientesAlto
Beneficioybajafrec.
Clientesmás
valiosos(R5-F5-M5)
Clientesdebaja
frecuenciadecompra
IDENTIFICAMOSLOSCLIENTESMASVALIOSOS
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SEGMENTAMOSLASACCIONES
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DESCUBRIMIENTO1
CONSIDERACIÓN2
DECISIÓN3
CONVERSIÓN4
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CÓMOCALCULAMOSLOSBENEFICIOSQUENOS
APORTACADACLIENTE?
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NUEVOCLIENTE
INVERSIÓN$
à COSTOPORADQUISICIÓNà ROI
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Compra
NOOLVIDARLARECURRENCIADECOMPRAENELTIEMPO
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CLVReal=compramediaxfrecuenciadecompra/semanalxpertenenciaxmargenx52Compramedia:$5,9Frecuenciadecompra:4,2Pertenencia:20añosMargenbruto:21,3%
CLV=5,90$x4,2x20x0,213x52=$5489
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CA>LTV CA<LTV
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CA>LTV CA<LTV
Acelerar!BajarelCAOSubirelLTV
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UNCASOCUSTOMERCENTRICMÁSCERCANO
PLANDEDESCENSODEPESO
DIETASCORMILLOT.COM
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LOGRARQUELOSCONSUMIDORES
DEDIETASCORMILLOTBAJENDEPESOYLLEGUENAUN
ESTADIOSALUDABLE
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SEELABORÓUN“CUSTOMERJOURNEY”PARAALCANZARELOBJETIVODELDESCENSOYALA
VEZSEINCREMENTÓELCLV
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ANALIZANDOLASNECESIDADESDELOSUSUARIOSSEDESARROLLÓELPLANDEVIANDAS
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CADANUEVOSERVICIOOPRODUCTOQUESEDESARROLLASEMIDEPARAENTENDERSIES
RELEVANTEPARAELCONSUMIDOR
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CUÁLESLAPREGUNTADELMILLÓN?
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¿Quétanprobableesquerecomiendeelproductooservicioaunfamiliaro
amigo?
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ÚLTIMOEJEMPLO!
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AHORASI…..
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¿Quétanprobableesquerecomiendeimplementarunaestrategia
CUSTOMERCENTRIC?