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HernánLitvacCo-Fundador@Litvac@ICOMMKTOK
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CUSTOMERCENTRIC
PRODUCTCENTRIC
ELPODERDELCUSTOMERLIFETIMEVALUE
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ENQUÉPENSAMOSCUANDOPENSAMOSENCUSTOMERCENTRIC?
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NETFLIX,AMAZON,BESTBUY
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UnaESTRATEGIAparaalinearlosproductosyserviciosdelacompañíaconlosdeseosynecesidadesdesusclientesmásvaliosos,conelobje9vodeobtenermásbeneficiosalargoplazo.
Mar9nZwilling
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UnaESTRATEGIAparaalinearlosproductosyserviciosdelacompañíaconlosdeseosynecesidadesdesusclientesmásvaliosos,conelobje9vodeobtenermásbeneficiosalargoplazo.
Mar9nZwilling
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CÓMOIDENTIFICOMISCLIENTESMÁSVALIOSOS?
CÓMOCALCULOELBENEFICIOENELTIEMPO?
CÓMOPUEDOALINEARMISPRODUCTOSCONSUSDESEOS?
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CÓMOIDENTIFICARLOSCLIENTESMÁSVALIOSOS?
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METODODESEGMENTACIÓNR.F.M.
RecenciaFrecuenciaMonetario(valor)
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METODORFM
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METODORFM
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METODORFM
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METODORFM
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IDENTIFICAMOSLOSCLIENTESMÁSVALIOSOS
METODORFM
ClientesAlto
Beneficioybajafrec.
Clientesmás
valiosos(R5-F5-M5)
Clientesdebaja
frecuenciadecompra
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SEGMENTAMOSLASACCIONES
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DESCUBRIMIENTO1
CONSIDERACIÓN2
DECISIÓN3
CONVERSIÓN4
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CÓMOCALCULAMOSLOSBENEFICIOSQUENOSAPORTACADACLIENTE?
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NUEVOCLIENTE
INVER$IÓNà COSTOPORADQUISICIÓNà ROI
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Compra
NOOLVIDARLARECURRENCIADECOMPRAENELTIEMPO
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1S
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1M
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20A
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compramediaxfrecuenciadecompraCLVReal=semanalxpertenenciaxmargenx52Compramedia:$5,9Frecuenciadecompra:4,2(semanal)Pertenencia:20añosMargenbruto:21,3%
CLV=5,90$x4,2x20x0,213x52=$5489
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CA>LTV CA<LTV
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CA>LTV CA<LTV
CALTV
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UNCASOCUSTOMERCENTRICMÁSCERCANO
PLANDEDESCENSODEPESODIETASCORMILLOT.COM
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LOGRARQUELOSCONSUMIDORES
deDIETASCORMILLOT.comBAJENDEPESOyLLEGUENAUN
ESTADIOSALUDABLE
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SEELABORÓUN“CUSTOMERJOURNEY”PARAALCANZARELOBJETIVODEDESCENSOYALA
VEZSEINCREMENTÓELCLV
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ANALIZANDOLASNECESIDADESDELOSUSUARIOSSEDESARROLLÓELPLANDEVIANDAS(delivery)
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CADANUEVOSERVICIOOPRODUCTOQUESEDESARROLLASEMIDEPARAENTENDERSIES
RELEVANTEPARAELCONSUMIDOR
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CUÁLESLAPREGUNTADELMILLÓN?
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¿Quétanprobableesquerecomiendeelproductooservicioaunfamiliaro
amigo?
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®
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ÚLTIMOEJEMPLO!
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AHORASÍ…
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¿Quétanprobableesquerecomiendeimplementarunaestrategia
CUSTOMERCENTRIC?