Increasing customer value
To us, customer value management means increasing value and stabilizing customer relationships in companies. With our proven MRC Customer Value Management methodology, we consistently align marketing and sales measures with advanced analytics and agile principles to increase economic customer value. From the lead phase onwards, we identify and leverage potential for increasing customer value throughout the entire customer life cycle. With a clear focus on tangible results, we apply four core levers— usually generating sales increases of at least 10%.
#CustomerValueManagement #CustomerValue #CustomerInsights #Loyalty #CustomerOptimization #Personalization
Key levers in Customer Value Management
1. Customer & Operational Insights
A data-based understanding is central to targeted increase of customer value, and forms the basis for a successful, customer-centered organization.
2. Personalization and Next Best Action
Customers respond best to direct offers that are tailored to their individual needs and to personalized communication at the right time via the right touchpoint.
3. Omnichannel and Campaign management
Omnichannel management focuses on creating an overarching user experience for offer management that is tailored to the customer journey via a company’s various channels and customer touchpoints.
4. Prevention, Retention, Win-Back
Did you know that it’s five to seven times more cost-effective to retain a current customer than to acquire a new customer? The right mix of data-based prevention, retention and win-back measures increases customer lifespan.
Our
Services
Customer & Operational Insights
Customer & Operational Insights
Customer insights are central to successful customer value management. From up- and cross-sales that are data-driven to precise offer identification for NBA campaigns—our data-based understanding underpins all our actions and forms the core of a successful, customer-centered organization. Our many years of experience in data analytics and AI and our specially developed and automated data management tools mean we’re especially qualified to help you quickly identify potential and achieve growth through customer insights. We use your data to generate relevant knowledge and increase customer value.
Personalization & Next Best Action
Personalization & Next Best Action
Personalization is an important strategic tool and a relevant lever for optimizing customer value in consumer and business customer environments. Customers respond best to direct offers that are tailored to their individual needs and to personalized communication at the right time via the right touchpoint. And that’s how we improve campaign conversion rates & customer experience and increase customer loyalty and value. These, in turn, enable you to set yourself apart on the market in ways other than price. With our 5 success factor approach, we’ll support you in the conception and integration of personalization campaigns in your organization.
Omnichannel and campaign management
Omnichannel and campaign management
In omnichannel management, it is crucial for a company to use their various channels and customer touchpoints to create an overarching user experience that is, from the customer’s point of view, comprehensive and oriented to their own customer journey. These touchpoints must be orchestrated using clearly measurable KPIs. For example, our clear customer contact strategy helps optimize channel control through each stage of the customer journey in a clearly measurable way. To realize full potential for increasing customer value, we begin right at the lead generation phase.
Prevention, Retention, Win-Back
Prevention, Retention, Win-Back
Did you know that it’s five to seven times more cost-effective to retain a current customer than to acquire a new customer? Here are some core questions that we must answer before we can increase customer value:
- What value can I best preserve and expand with which CPO and via which touchpoint?
2. When should which customer be proactively addressed with which customer loyalty measures?
3. What are the indications and drivers of a possible cancellation?
4. Which (cohort) logic do I need for an optimal and loyalty-enhancing customer approach?
5. How can resources and resources be most effectively distributed among various processes (e.g. prevention, retention and win-back)?
Here, too, we focus on insight-driven design and control of all measures to stabilize our clients’ customer relationships.
Our methodology
Our many years of operational practical and project experience give us a deep understanding of successful customer value management and support our use of proven methodology in our approach. We create a clear impact by using a measurable and results-oriented method.
For project work, we always work eye-to-eye with our customers and in close cooperation with our clients’ teams. And we take care of everything—from strategy, analytics, conception, and piloting, to the integration and operational implementation of measures. We even take charge of program management, ensuring sustainable implementation.
Alexander
Bernecker
Partner and Head of Customer Value Management
Alexander has a passion for optimal customer relationships design—for both companies and their customers. That’s why Alexander’s focus is on increasing value and stabilizing customer relationships through insights & analytics, personalized customer management via omnichannel structures, and operational excellence. His professional background is strongly influenced by international operational responsibilities in marketing & sales, customer management & experience, and product & proposition management. Most recently, he served as sales director of a German IT company, Chief Commercial Officer at a telecommunications group, and as Marketing Director of (formerly) Eplus.
