Transcript
Customer Value. Right. Now.
MD Management: Relationship Program
Customer Value. Right. Now.
Technology
Best Practice: Relationship Strategies
Marketing &Support
SalesActivity Marketing &
Support
Feedback Management
Customer ExperienceCreate Customer Value
Plan – Execute - Manage - Learn
Customer Value. Right. Now.
Sales Rep #1
Advisor and Corporate Planning Process
CustomerPlan
New Business
PlanTotal Plan+ =
Sales Representative #1
Sales Rep #2 Sales Rep #3 Sales Rep ‘n’
Total Company Plan
CustomerPlan
New Business
PlanTotal Plan+ =
Work Load Hot TopicsMarketing Sales SupportPlan Tracking
Work Load Hot TopicsMarketing Sales SupportPlan Tracking
Customer Value. Right. Now.
Outcomes
Target Marketing Programs
Relationship Prospect Program Plan
Mail / Email Program
Mail / Email Program
Mail / Email Program
Mail / Email Program
Call to Advisor
Prospect Management
CallRequests
Meeting Requests
Information Requests
Feedback
Advisor Notification
Fulfillment
Qualified - No Call Request
Optional Follow-up Call Calls Meetings New Clients
ROI
Customer Value. Right. Now.
Technology
Best Practice: Relationship Strategies
Marketing &Support
SalesActivity Marketing &
Support
Feedback Management
Customer ExperienceCreate Customer Value
Plan – Execute - Manage - Learn
Customer Value. Right. Now.
Prospect Program: Pre-call Marketing
• Marketing pieces are timed to go out 8 days prior to planned calls • Key Messages vary by segment• Personalized from rep• Drives calls, request for information and key contact data
Customer Value. Right. Now.
Quarterly Blueprint Email Program
Targeted Relationship Program
Landing Page
Customer Value. Right. Now.
Landing Page Strategy Map
Customer Value. Right. Now.
Reps Can Edit Each Program and Plan Who They Will Call
Select Customers
Bulk Assignment
Edit Status
Call Dates
Program Summary
Customer Value. Right. Now.
Technology
Best Practice: Relationship Strategies
Marketing &Support
SalesActivity Marketing &
Support
Feedback Management
Customer ExperienceCreate Customer Value
Plan – Execute - Manage - Learn
Customer Value. Right. Now.
Automated Fulfillment to Info Requests
Customer Value. Right. Now.
Technology
Best Practice: Relationship Strategies
Marketing &Support
SalesActivity Marketing &
Support
Feedback Management
Customer ExperienceCreate Customer Value
Plan – Execute - Manage - Learn
Customer Value. Right. Now.
Sales Support
ScriptsScripts
MessagesMessages
Sales ToolsSales Tools
Talking PointsTalking Points
ObjectionsObjections
Customer Value. Right. Now.
Key Relationship Data
Preferences
Needs and Interests
Objections
Competitive Relationships
Customer Value. Right. Now.
Technology
Best Practice: Relationship Strategies
Marketing &Support
SalesActivity Marketing &
Support
Feedback Management
Customer ExperienceCreate Customer Value
Plan – Execute - Manage - Learn
Customer Value. Right. Now.
MD Fuse Marketing – Email Selections
Customer Value. Right. Now.
Technology
Best Practice: Relationship Strategies
Marketing &Support
SalesActivity Marketing &
Support
Feedback Management
Customer ExperienceCreate Customer Value
Plan – Execute - Manage - Learn
Customer Value. Right. Now.
Reps Activities are Updated with Call Requests
Customer Value. Right. Now.
Sales Activity Management
Customize Report Filters
Review Key Metrics
Customer Value. Right. Now.
Sales Management
Sales Training
Sales Activity Management
Calls, meetings, proposals, sales
Performance Review
Sales data & key success metrics
Sales Effectivenes
sManagement
Sales effectiveness
data, Coaching activities
Sales Activity
The Shift: From Sales Coaching to Management
Strategy & Analysis
Desired State
Current State
Feedback
Customer Value. Right. Now.
Technology
Best Practice: Relationship Strategies
Marketing &Support
SalesActivity Marketing &
Support
Feedback Management
Customer ExperienceCreate Customer Value
Plan – Execute - Manage - Learn
Customer Value. Right. Now.
Test, Learn & Roll-Out Strategy
List Testing Sample Low HighResponse of 5.0% 5,000 4.40% 5.60%Response of 5.0% 10,000 4.57% 5.43%Response of 5.0% 20,000 4.70% 5.30%Response of 5.0% 40,000 4.79% 5.21%Response of 10.0% 5,000 9.17% 10.83%Response of 10.0% 10,000 9.41% 10.59%Response of 10.0% 20,000 9.58% 10.42%Response of 10.0% 40,000 9.71% 10.29%Response of 15.0% 5,000 14.01% 15.99%Response of 15.0% 10,000 14.30% 15.70%Response of 15.0% 20,000 14.51% 15.49%Response of 15.0% 40,000 14.65% 15.35%
Test 1
Test 2
Roll-Out 1
Roll-Out 2
Test ‘n’ Roll-Out ‘n’
Learning
Learning
Learning
Customer Value. Right. Now.
Overall ConversionRelationship Prospect Program
y%
Control Group x%
Incremental Lift 159%
Results
Results are statistically valid with a confidence interval of 95%
Test and control groups were tracked for over 48 months
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