Account Maximization Plan If you completed 392 – Campaigns to Existing Customers, you have already outlined an account maximization plan. If not, it’s a good idea to determine your strategy to provide good service to your customer, and determine how and when you’ll contact your customer for upselling and cross-‐selling.
ACCOUNT MAXIMIZATION PLAN Use this form to help expand your relationship with each customer. CUSTOMER PRIMARY CONTACT ACCOUNT MANAGER
DATE
Product(s) this contact purchases
Up-‐selling: Can we upgrade this customer to a better version of this product, or can we increase the volume? Cross-‐selling: What other products or services can we market to this contact? Is this contact willing to offer a testimonial? Are there any ways we can jointly promote our relationship and build both businesses? Can this contact refer us to other potential customers inside or outside the company?
Customer Retention Account Maximization Plan
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CONTACT / INFO (ask your primary contact for introductions)
What type of products / services might this contact need?
NEXT STEPS PERSON DUE DATE If you have a large group of customers and need to plan your penetration campaigns on a broader basis, this section can help: Customer segment Products this segment uses Upgraded products / services these customers can use
Ideas for increasing the number of units they buy Supplemental products / services these contacts could use Other departments in their companies that could become customers NEXT STEPS
PERSON
DUE DATE
ONGOING COMMUNICATIONS
Customer Retention Account Maximization Plan
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It’s important to supplement your campaigns with ongoing communications programs. By doing so, you can Share relevant news about your products and your customers Keep your company in front of decisionmakers Reinforce the value you provide Create a forum for generating feedback about your company First, decide how often you want to “touch” your customers. [Customer Lifetime Value can help] Customer segment Average lifetime value of customers in this segment Frequency of purchase Frequency with which you should reach out to customers (based on purchase frequency)
Once you have a basic frequency in mind, here are ideas for different types of basic communications: COMMUNICATION PROGRAM IDEAS CONSIDER? Thank you for purchasing: Send a letter from your CEO, a card, a small gift. Make sure you convey your value proposition; for example, if it’s intimacy, send a handwritten note; if it’s Y price, send a rebate or future discount coupon. A phone call to make sure the first purchase or experience has gone smoothly: Consider Y having the CEO or other VIP place the call if your value proposition is intimacy or innovation. Newsletter: Create a newsletter to keep in touch with your customers. [Sales Tools and Y Literature can help] Anniversary note, gift or discount (based on your value prop): Send an acknowledgement Y and thank-‐you to customers for staying with you for a certain period of time. Unexpected holiday campaigns: Send out a unique card or promotion tied to something Y unexpected and theme the promotion around Thanksgiving, July 4, or any non-‐traditional holiday. Happy Birthday: Gather your customers’ birthdays and send them a greeting. Y
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COMMUNICATION PROGRAM IDEAS News flash: Send your customers an important announcement or news coverage that you’re sure will interest them, and include handwritten note or a short cover letter explaining how it relates to them. Once you have a list of ideas, build a schedule for all of your communication programs. MONTH OF RELATIONSHIP
COMMUNICATIONS TO LAUNCH
1 2
3
4 5
6 7
8 9
10
11 12
CONSIDER? Y
ETC. You can also build a schedule tied to specific industry events, normal holidays, etc. MONTH JAN FEB
COMMUNICATIONS TO LAUNCH
MAR APR
MAY JUN
JUL
AUG SEP
OCT NOV
DEC
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