maximising lifetime value through total customer experience management liverpool commercial district...
TRANSCRIPT
MAXIMISING LIFETIME VALUE THROUGH TOTAL CUSTOMER EXPERIENCE MANAGEMENT
Liverpool Commercial District PartnershipMember / Non Member Survey
Presentation 9th December 2008
Liverpool Commercial District PartnershipMember / Non Member Survey
Presentation 9th December 2008
MAXIMISING LIFETIME VALUE THROUGH TOTAL CUSTOMER EXPERIENCE MANAGEMENT
Contents
• Background / objectives
• Member survey
• Non member survey
MAXIMISING LIFETIME VALUE THROUGH TOTAL CUSTOMER EXPERIENCE MANAGEMENT
Background / objectives
To make telephone contact into the current base of LCDPmembers and potential members in order to gain an understanding
of theirrecognition and views of the Liverpool Commercial District
Partnershipsachievements to date across the 4 main focus areas:-
– Environment & security– Transport & movement– Strategic development– Marketing & communications
Member survey • 32 members contacted / 12 completed surveys achieved
Non member survey• 19 prospects contacted / 3 completed surveys achieved (2
leads generated)
MAXIMISING LIFETIME VALUE THROUGH TOTAL CUSTOMER EXPERIENCE MANAGEMENT
Member survey
For each of the focus areas (environment, transport & development) the contact was asked what improvements they had noticed:-
On average 70% of contacts gave feedback unprompted
Of those who were prompted
• 67% noticed Environmental improvements • 25% noticed Transport improvements • 25% noticed Development improvements
MAXIMISING LIFETIME VALUE THROUGH TOTAL CUSTOMER EXPERIENCE MANAGEMENT
Environmental
Of those who answered unprompted, improvements noticed
Answer Companies answeredCleaner Streets 6Improved lighting 2Less litter 1Improved signage 1New Buildings 1
Of those who answered with a prompt, improvements noticed
Answer Companies answeredCleaner Streets 2
MAXIMISING LIFETIME VALUE THROUGH TOTAL CUSTOMER EXPERIENCE MANAGEMENT
Transport & Movement
Of those who answered unprompted, improvements noticed
Answer Companies answeredMoorfields Station open later 7Improved bus links 2Traffic lights rephased 1New entrance of Moorfields & Old Hall Street 1
Of those who answered with a prompt, improvements noticed
Answer Companies answeredMoorfields Station 1
MAXIMISING LIFETIME VALUE THROUGH TOTAL CUSTOMER EXPERIENCE MANAGEMENT
Development
Of those who answered unprompted, improvements noticedAnswer Companies answeredSt Paul’s Square 5 New buildings 3
Of those who answered with a prompt, improvements noticedAnswer Companies answeredSt Paul’s Square 1
MAXIMISING LIFETIME VALUE THROUGH TOTAL CUSTOMER EXPERIENCE MANAGEMENT
Value placed on improvements on a score of 1 to 5 by level of importance, 1 being low and 5 being high
Of those who answered unprompted
• Value of 3 and above – average 74% across all 3 areas
Of those who answered prompted
• Value of 3 and above – average 84% across all 3 areas
MAXIMISING LIFETIME VALUE THROUGH TOTAL CUSTOMER EXPERIENCE MANAGEMENT
Marketing & Communications
Website
100% of members aware of website and 83% had used it
Of those who had used it 90% said it provided all information needed
Improvements to the site:-• Members could be given more information re advertising
and promoting their business on the site• Member section needs to be improved
MAXIMISING LIFETIME VALUE THROUGH TOTAL CUSTOMER EXPERIENCE MANAGEMENT
Communications
Rate the frequency of member communications• Too frequent 0• Not frequent enough 0• Right frequency 11 91.6%• Don’t know 1 8.4%
Content of the communications• Very useful 3 25%• Useful 5 41.6%• Quite useful 3 25%• Not very useful 0• Not at all useful 0• Don’t know 1 8.4%(Don’t know – said not received anything as yet)
MAXIMISING LIFETIME VALUE THROUGH TOTAL CUSTOMER EXPERIENCE MANAGEMENT
Other marketing initiatives that would be beneficial
• Do not want to get swamped with numerous bulletins that do not convey much fresh information
• Has not had a newsletter for a while• Would like airport shuttle bus better advertised• Too much advertising and promotions in the newsletter rather
than concentrating on the work of LCDP• Would like more information in the newsletter re the Partnership’s
work to promote the city to other parties• The website needs to provide more marketing / advertising
support
MAXIMISING LIFETIME VALUE THROUGH TOTAL CUSTOMER EXPERIENCE MANAGEMENT
Non member survey
For each of the focus areas (environment, transport & development) the contact was asked what improvements they had noticed:-
100% of contacts gave feedback unprompted
EnvironmentalAnswer Companies answeredCleaner Streets 2New paving 1Improved street crossing 1Improved traffic controls 1
MAXIMISING LIFETIME VALUE THROUGH TOTAL CUSTOMER EXPERIENCE MANAGEMENT
Transport & Movement
Answer Companies answeredImproved bus links 2New entrance of Moorfields & Old Hall Street 1Later openings of Moorfields 1Improved signage 1
Development
Answer Companies answeredWaterfront skyline 1St Paul’s Square 1Various projects 1
MAXIMISING LIFETIME VALUE THROUGH TOTAL CUSTOMER EXPERIENCE MANAGEMENT
Value placed on improvements on a score of 1 to 5 by level of importance, 1 being low and 5 being high
• Value of 3 and above – average 89% across all 3 areas
MAXIMISING LIFETIME VALUE THROUGH TOTAL CUSTOMER EXPERIENCE MANAGEMENT
Marketing & Communications
Website66% of the non members aware of website but none had used itCommunicationsThe following completed by 2 of the companiesRate the frequency of member communications• Too frequent 0• Not frequent enough 0• Right frequency 1 50%• Don’t know 1 50%Content of the communications• Very useful 0• Useful 1 50%• Quite useful 1 50%• Not very useful 0• Not at all useful 0• Don’t know 0
MAXIMISING LIFETIME VALUE THROUGH TOTAL CUSTOMER EXPERIENCE MANAGEMENT
Other marketing initiatives that would be beneficial
• The Partnership and other similar bodies in Liverpool should integrate and work together to achieve the goals, as everything is fragmented at present
• They should promote a single gateway for ideas and opportunities
• The Partnership needs more big players on board. They need to outline the benefits of the membership more effectively via brochures and the website in order to attract more members.