terminology conversion retention kpis roi ngr ltv crm
TRANSCRIPT
I'm an Affiliate… So Why Should I Care About
Retention?
Operational CRMTactical ToolUnified Messaging
Customer in the center
Analytical CRMPredictive / BIReal-Time Feedback (“One Glance”)Enhanced Customer Management Tools
Convert Information -> Knowledge
Social CRMCRM 1.0: Customer Management
CRM 2.0: “Tribes” Management
Follow the Influencers / “PROsumers”
Life-Time Value: The Next Generation
LOYALTY SCHEMEFlexible
Challenging
Promotional Backbone
KPIsWager / Deposits
NGR / Deposits
Bonus / NGR
Averages
ROI“…company’s sales come from
two groups: new customers and repeat customers. One estimate
is that attracting a new customer can cost 5 times as much as
pleasing an existing one. And it might cost 16 times as much to bring the new customer to the
same level of profitability as that of the lost customer. Customer
retention is thus more important than customer attraction.”
(Marketing Management by Philip Kotler)
