Re: Looking for case studies

From: Jim Novo <jimnovo_at_sprintmail.com>
Date: Fri 19 Mar 2004 10:31:20 -0600

Hi Nick,

> I am looking for case studies with specific metrics involving
> retention, customer equity, customer lifetime value, customer value
> measurement/management, profitability, loyalty, share-of-wallet, etc.

How about 252% ROI on a cellular loyalty program?

http://www.jimnovo.com/download.htm#cellone

If you need more financial detail on the subsegments, we can probably get
the client to agree to release these numbers. As with most well-designed
retention programs, the greatest increase in "per customer" profitability
and ROI occurred in the largest group of customers - the 60% in the
"middle" of the customer base. The lowest increase and ROI was at the
"ends" - best 20% and worst 20% of customers. Many loyalty programs fail
to generate ROI because they mistakenly focus on the wrong segments of the
customer base.

Jim

Jim Novo | Author: Turning Customer Data into Profits
http://www.jimnovo.com
Co-Author: Marketer_s Common Sense Guide to E-Metrics
http://www.cafeshops.com/futurenowinc.8103777









Received on Fri Mar 19 2004 - 10:31:20 CST