Customer segmentation and mapping strategy: Profile customers according to their likely behavior and potential profitability. Compare cost to acquire and service customer against customer profits and costs to retain.
Key questions: How can we develop effective customized marketing programs? How do we increase profitable customer acquisition and retention? How do we establish appropriate product features and service levels?
Pricing analytics: Chose most appropriate pricing method and determine pricing strategy to match company growth’s goals. Establish efficient pricing to maximize profits. Avoid commoditization, maximize differentiation and command price premiums.
Key questions: How price-sensitive are our customers and why? How to avoid destructive price wars between competitors? How to create switching costs and maintain pricing power
Customer retention strategy: Develop long-term relationships with the most profitable customers and develop “stickiness” with growing accounts. Implement the right in-house architecture to ensure customer loyalty goals are aligned with internal frameworks.
Key questions: What factors increase the present value of customers over longer periods of time? How do we balance short-term gains with long-term loyalty? Can we integrate supplier, customers and employee loyalty?
New product launch strategy: Review and evaluate product and service options before launch. Assess and decide on optimal launch options based on ROI, manufacturing and technology risks, time-to-market, customer and competitive reactions, patents and intellectual property.
Key questions: How can we launch innovative products while minimizing financial risks? How can we monetize our upcoming patents? What processes do we set to remove subjectivity when deciding which product/service to launch?