Results
and Quotes
Personal Financial Planner
Results: 500% revenue increase in four months.
Automobile Insurance Company
Results: 33% revenue increase in one year.
Non-profit Membership Club
Results: Membership retention from 74% to 88.2%.
Consultant/Project Manager: Richard Gerson, President
Gerson Goodson, Inc. (USA)
getrich@richgerson.com
www.richgerson.com
Comment: “The Customer Pyramid is an excellent tool,
especially to show sales people the value of the customers
they talk to.”
* * * *
Telephone Directory Advertising
Results: A pilot sales group using Customer Marketing increased
revenues 26% while the other sales groups revenues went down
by 4%.
Consultant/Project Manager: Bas Berkenbocsh
BB Marketing Consultancy
bas@berkenbosch.com
Comment: “The method really works, but management has
to stick with it.”
* * * *
Franke - Wholesaler of sinks and taps
Results: Thanks to the Customer Pyramid, sales peoples became
aware of the enormous potential they can develop with their
existing customers. It has also been the first step of a deep
analysis of customer profitability.
Consultant/Project Manager: Arnaud Wigniolle, Marketing Manager
Franke France
arnaud.wigniolle@franke.com
www.franke.com
Comment: “A very good tool, easy to use, spectacular
and self explanatory.”
* * * *
In depth: Telecoms Company
This Customer Marketing case was a project at a the regional
office of a national telecoms company.
The project region was responsible for marketing and sales
of telephone services to small and medium size businesses.
• Customer Profitability:
Despite the entrance of competition because of deregulation,
traffic revenues in the region increased by no less than 22%.
But marketing costs remained about the same as the previous
year, leading to a sharp growth in profits.
• Customer Behavior:
All of the 7,248 customers in the region were identified and
their behavior traced. It was thus possible to see that the
increased turnover was the result of improved customer behavior:
27,7% (2,013) of the customers migrated up the pyramid; only
2,1% (150) went down and 70% (5,085) remained in their pyramid
position.
• Customer Satisfaction:
The percentage of highly satisfied customers in the Pilot
Region had doubled after one year of Customer Marketing. The
Pilot Region scored substantially higher than the national
company.
* * * *
In depth: Pharmaceutical Company
A major drug company used Customer Marketing to focus on high
potential customers and prospects. The objective: to increase
sales without increasing marketing and sales costs. The company
reported these results after implementing Customer
Marketing in a team selling an antibiotic drug to hospitals:
|
Situation |
Before Customer Marketing |
After Customer Marketing |
| |
|
|
|
Market
Growth |
+2% |
+2% |
|
Sales
Revenues |
+ 2% |
+10% |
|
Sales
Visits to Hospitals |
1,300 |
1,300 |
What led to the fivefold increase in revenue growth while
the number of sales remained the same?
|
Situation |
Before Customer Marketing |
After Customer Marketing |
| |
|
|
|
#
Hospitals visited |
131 |
92 |
The Customer Marketing method enabled this company to make
choices about which customers and prospects to give a personal visit - and which ones
not to visit!
Of course the hospitals that were not paid personal visits were not
neglected. A program of mailings and telemarketing activities
ensured that the relationships were maintained and that any
buying signals could be immediately picked up and acted upon.
* * * *
In depth: Express Package Delivery
A major player in the express package deliver business decided
to install the Customer Marketing concept of "Customer
Teams" as part of a major re-organization process.
Concerned about the impact on the customer base and their
employees, they measured the percentage of "Highly Satisfied
Customers" and "Highly Satisfied Employees"
before and after the customer team implementation program. Below the results:
Higher Customer Satisfaction
Percentage of "Very Satisfied" Customers,
per specific issue.
The result was a substantial increase in the number of highly
satisfied customers in almost all categories. The only downward
trend was satisfaction about frequency of sales contact. This
was a direct result of the fact that sales visits were decreased
because service people took over "customer management"
from sales. But overall, the increase in customer satisfaction
was excellent.
Higher Employee Satisfaction
The same case provided empirical evidence about the increase
of employee motivation as a result of implementing customer
teams. Here are the results of a before/after survey of customer
team implementation among the employees:
Percentage of Very Satisfied Employees, per issue:
Higher Revenues
There were many factors which may have affected revenues.
Thus the positive revenue growth during the pilot period can
not be attributed solely to the installation of Customer Teams.
But the Customer Teams obviously did not inhibit revenue growth!
Development of revenue growth (indexed):
So what do I need in order to implement the Customer Marketing Method? Learn more
about our tools by clicking to The Customer Marketing Suite or else go
back.
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