Customer Life Cycle

Source of consumer knowledge

2

2Your marketing concerns

How to maximize your client and prospect profit?

3

3Focus on the customer

Your marketing retruns depends on

Number of (valuable) clients Value of each customer Length of the relationship with your clients

4

4Your marketing strategy

TIMECONVERSION

VALUE

INVESTMENT

Cost-effective prospection

Developing and keeping the right clients

Less costs

More profit

5

5Knowlegde is power

Know your market, your clients and your prospects to

Understand GetGrowKeep

6

6Consumer life cycle

VALUE

TIME

INVESTMENT

CONVERSION

UNDERSTAND GET KEEPGROW

7

7Understand

Suspect becomes prospect

What is your potential in the market? Where and how to find high value prospects? How and with what means to attract them? Where and how do they buy?

“I need” “I’m not aware” “I’ve heard”

“I consider”

“I’m persuaded”LIFE TIME

SUSPECT COLD PROSPECT WARM PROSPECT

8

8Understand

Know more to take better marketing decisions Consumer Knowledge:

Check the needs and behaviour patterns of your prospects Analyse their purchasing behaviour Measure their sensitivity to media Determine the communication channel they prefere …

Market knowledge: Update potential alternatives Analyse market potential, market demand and market share Identify consumer trends and behavourial shifts ...

UNDERSTAND

9

9Get

“I consider”

“I’m persuaded”

“I intend to buy”

“I make my first purchase”LIFE TIME

Prospect becomes client

How to identify and locate your target group? Which market segments react to your marketing

communications? Frequency and method of approach? How to maintain a contact and make a transaction?

WARM PROSPECT HOT PROSPECT FIRST TIME BUYER

10

10Get

Cost-effective prospection campaigns Determine the characteristics of your target group and your

respondents Identify and qualify your target group(s) Select the most effective communications channels Seek to vary methods of contacting your prospects Measure effectiveness of your campaigns Determine purchase motivations of your clients ...

GET

11

11Grow

“I make a first purchase”

“I make a second purchase”

“I buy regularly”

“I become loyal”

“I tell others”

LIFE TIME

Client becomes supporter

At what point are your clients satisfied? Do you know them well enough?

What else can you offer your clients? How can you keep in touch with your clients?

How can you create a durable bond with your clients?

REPEATING CLIENT REGULAR CLIENT

SUPPORTER

12

12Grow

Maintenance and growth of client value Segmentation of your clients Determination and measurement of commitment Positioning of your communication mix Offering added value to your clients Generation of repeat purchase Stimulation of up-sales and cross-sales ... GROW

13

13Keep

“I left”

“I leave”

“I intend to leave”

“I doubt”

“I tell to others”

Supporter stays loyal

Do you know of the long-term value of your clients? How can you detect significant indications of infidelity? What are the requirements for regular communications? By whom or by what are your clients influenced?

14

14Keep

KEEP

Keep profitable clients Create advantages and added value for your clients Identify transitions and events Preserve and maintain relational data Discover the social networks of your clients Win back former clients …

15

15Questions? Problems?

? ??

?

UNDERSTAND GET KEEPGROW

16

16What can WDM Belgium do for you?

Mission Statement

WDM Belgium creates and handles data to enable its clients to find, manage and reach customers in the most profitable way.

WDM Belgium = source of consumer knowledge

Thank you!