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crm_metrics.htm
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<HTML><HEAD><TITLE>Customer Metrics</TITLE></HEAD>
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<TD><FONT COLOR=red FACE="Comic Sans MS" SIZE=4>
<B>Customer Metrics Control Panel</B></FONT>
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<P>
The background to this Control Panel is taken from the new book called 'Customer Revolution' by the Patricia Seybold Group.
<P>
<TABLE BORDER CELLSPACING=2 WIDTH=90%>
<TR><TD ALIGN=middle BGCOLOR=blue COLSPAN=4 VALIGN="TOP">
<B><FONT COLOR=white FACE="Arial" SIZE=2><P>CUSTOMER NUMBERS</B></FONT></TD>
</TR>
<TR>
<TD ALIGN=middle WIDTH="21%" VALIGN="TOP"><FONT FACE="Arial" SIZE=1><B>NAVIGATION</B></FONT></TD>
<TD ALIGN=middle WIDTH="24%" VALIGN="TOP"><FONT FACE="Arial" SIZE=1><B>PERFORMANCE</B></FONT></TD>
<TD ALIGN=middle WIDTH="25%" VALIGN="TOP"><FONT FACE="Arial" SIZE=1><B>OPERATIONS</B></FONT></TD>
<TD ALIGN=middle WIDTH="31%" VALIGN="TOP"><FONT FACE="Arial" SIZE=1><B>ENVIRONMENT</B></FONT></TD>
</TR>
<TR><TD WIDTH="21%" VALIGN="TOP">
<FONT FACE="Arial" SIZE=1><P>Count of active customers compared to goal</P>
<P>Count of active customers per account (business) or household (consumer) compared to goal</P>
<P>Count of products & services used by customers per segment compared to goal</P>
<P>% share of wallet, account or household per segment compared to goal</P>
</FONT></TD>
<TD WIDTH="24%" VALIGN="TOP">
<FONT FACE="Arial" SIZE=1><P>% increase/ decrease in # of active customers per segment (by day/week/month)</P>
<P># of active customers per account or household </P>
<P># of customer referrals by customer segment</P>
<P>% increase/ decrease in # of products used by customers per segment (by week/month)</P>
<P>% increase/ decrease in share of wallet, account, or household per segment</FONT></TD>
<TD WIDTH="25%" VALIGN="TOP">
<FONT FACE="Arial" SIZE=1><P>Customer acquisition cost per customer segment</P>
<P># of net new prospects (by campaign)</P>
<P>Conversion rate of prospects to customers (by campaign)</P>
<P>Up-sell/cross-sell success rate by customer segment for additional products and services</P>
<P>Win/loss ratio per account or household per segment</P>
</FONT></TD>
<TD WIDTH="31%" VALIGN="TOP">
<FONT FACE="Arial" SIZE=1><P>Competitors’ customer acquisition costs</P>
<P>Success of competitors’ campaigns</P>
<P>% market penetration by competitors</P>
<P>Relevant market conditions (economy, regulatory, #, other)</P>
<P>Size of total market in # of customers and walletshare</FONT></TD>
</TR>
</TABLE>
<P> </P>
<TABLE BORDER CELLSPACING=2 WIDTH=90%>
<TR><TD ALIGN=middle BGCOLOR=blue VALIGN="TOP" COLSPAN=4><FONT COLOR=white FACE="Arial" SIZE=2><B>CUSTOMER RETENTION</B></FONT></TD>
</TR>
<TR>
<TD ALIGN=middle WIDTH="21%" VALIGN="TOP"><FONT FACE="Arial" SIZE=1><B>NAVIGATION</B></FONT></TD>
<TD ALIGN=middle WIDTH="24%" VALIGN="TOP"><FONT FACE="Arial" SIZE=1><B>PERFORMANCE</B></FONT></TD>
<TD ALIGN=middle WIDTH="25%" VALIGN="TOP"><FONT FACE="Arial" SIZE=1><B>OPERATIONS</B></FONT></TD>
<TD ALIGN=middle WIDTH="31%" VALIGN="TOP"><FONT FACE="Arial" SIZE=1><B>ENVIRONMENT</B></FONT></TD>
</TR>
<TR><TD WIDTH="21%" VALIGN="TOP">
<FONT FACE="Arial" SIZE=2><P>% retention/ renewal of active customers by segment compared to goal</P>
<P>Average tenure of customers by segment compared to goal</P>
<P># of repeat orders by segment compared to goal</P>
<P># of product or service upgrades by segment compared to goal</P>
</FONT></TD>
<TD WIDTH="24%" VALIGN="TOP">
<FONT FACE="Arial" SIZE=2><P>Customer loyalty ratings per segment</P>
<P>Customer loyalty ratings per distribution channel & interaction touchpoint</P>
<P>Increase/ decrease in repeat orders/ by segment</P>
<P>Increase/ decrease in upgrades per segment</FONT></TD>
<TD WIDTH="25%" VALIGN="TOP">
<FONT FACE="Arial" SIZE=2><P>Customer retention cost per segment</P>
<P># of "winback" customers per segment </P>
<P>% of customers by segment who have interacted with us (with our partners) within the last quarter</P>
<P>% of active customers enrolled in/ with activity in customer loyalty program per segment</P>
<P># of customers "likely to defect"</FONT></TD>
<TD WIDTH="31%" VALIGN="TOP">
<FONT FACE="Arial" SIZE=2><P>Competitors’ customer retention rates</P>
<P>Competitors’ average tenure by customer segment</P>
<P>Benchmark customer retention rates in other industries</P></FONT></TD>
</TR>
</TABLE>
<P> </P>
<TABLE BORDER CELLSPACING=2 WIDTH=90%>
<TR><TD ALIGN=middle BGCOLOR=blue VALIGN="TOP" COLSPAN=4><FONT COLOR=white FACE="Arial" SIZE=2><B>CUSTOMER EXPERIENCE</B></FONT></TD>
</TR>
<TR>
<TD ALIGN=middle WIDTH="21%" VALIGN="TOP"><FONT FACE="Arial" SIZE=1><B>NAVIGATION</B></FONT></TD>
<TD ALIGN=middle WIDTH="24%" VALIGN="TOP"><FONT FACE="Arial" SIZE=1><B>PERFORMANCE</B></FONT></TD>
<TD ALIGN=middle WIDTH="25%" VALIGN="TOP"><FONT FACE="Arial" SIZE=1><B>OPERATIONS</B></FONT></TD>
<TD ALIGN=middle WIDTH="31%" VALIGN="TOP"><FONT FACE="Arial" SIZE=1><B>ENVIRONMENT</B></FONT></TD>
</TR>
<TR><TD WIDTH="21%" VALIGN="TOP">
<FONT FACE="Arial" SIZE=2><P>% of customer outcomes met per segment</P>
<P>Customer satisfaction ratings per segment</P>
<P>Mystery shopper scores</P>
<P>Average time to complete key customer scenarios compared to goals</P>
<P>% of customer responsiveness objectives met compared to goals for critical customer-impacting tasks</FONT></TD>
<TD WIDTH="24%" VALIGN="TOP">
<FONT FACE="Arial" SIZE=2><P>Customer satisfaction ratings per customer scenario & segment</P>
<P>Task-specific customer satisfaction ratings per interaction touch-point & channel</P>
<P>Average time to complete key tasks (e.g. Return the correct search result)</P>
<P>% accuracy of inventory & # info</P>
<P>Delivery timeliness and accuracy</P>
<P>% product returns</P>
<P>End-to-end transaction execution accuracy and speed</FONT></TD>
<TD WIDTH="25%" VALIGN="TOP">
<FONT FACE="Arial" SIZE=2><P>Product feature- or attribute-specific customer satisfaction ratings </P>
<P>Critical cycle times </P>
<P>Timeliness (as measured by customer)</P>
<P>Complexity of interactions (# of steps, # of interactions)</P>
<P>Inventory availability </P>
<P>Rates of returns, claims, abandonment, </P>
<P>Defect rates </P>
<P># of customer support requests </P>
<P>% customer support interactions with 1-touch resolution</FONT></TD>
<TD WIDTH="31%" VALIGN="TOP">
<FONT FACE="Arial" SIZE=2><P>Mystery shopper scores for competitors by customer scenario and segment</P>
<P>Competitive benchmarks </P>
</FONT></TD>
</TR>
</TABLE>
<P> </P>
<TABLE BORDER CELLSPACING=2 WIDTH=90%>
<TR><TD ALIGN=middle BGCOLOR=blue VALIGN="TOP" COLSPAN=4>
<B><FONT COLOR=white FACE="Arial" SIZE=2><B>CUSTOMER SPENDING</B></FONT></TD>
</TR>
<TR>
<TD ALIGN=middle WIDTH="21%" VALIGN="TOP"><FONT FACE="Arial" SIZE=1><B>NAVIGATION</B></FONT></TD>
<TD ALIGN=middle WIDTH="24%" VALIGN="TOP"><FONT FACE="Arial" SIZE=1><B>PERFORMANCE</B></FONT></TD>
<TD ALIGN=middle WIDTH="25%" VALIGN="TOP"><FONT FACE="Arial" SIZE=1><B>OPERATIONS</B></FONT></TD>
<TD ALIGN=middle WIDTH="31%" VALIGN="TOP"><FONT FACE="Arial" SIZE=1><B>ENVIRONMENT</B></FONT></TD>
</TR>
<TR><TD WIDTH="21%" VALIGN="TOP" HEIGHT=96>
<FONT FACE="Arial" SIZE=2><P>Revenues per customer </P>
<P>Profitability per customer by segment</P>
<P>Average order size by customer segment</P>
<P>Average spending per customer by customer segment</P>
<P>Customer lifetime value by customer segment</FONT></TD>
<TD WIDTH="24%" VALIGN="TOP" HEIGHT=96>
<FONT FACE="Arial" SIZE=2><P>Growth of customer spending by segment</P>
<P>Customer acquisition and retention costs by segment</P>
<P>Costs-to-serve by segment</P>
<P>Increase/ decrease in sales from new products by segment</P>
<P>Increase/ decrease in repeat sales by segment</FONT></TD>
<TD WIDTH="25%" VALIGN="TOP" HEIGHT=96>
<FONT FACE="Arial" SIZE=2><P>Early buying signals by customer segment </P>
<P>Costs-to-serve by channels, and touchpoints</FONT></TD>
<TD WIDTH="31%" VALIGN="TOP" HEIGHT=96>
<FONT FACE="Arial" SIZE=2><P>Competitors’ revenues per customer by segment</P>
<P>Competitors’ profits per customer by segment</P>
<P>Benchmark costs to serve</P>
<P>Benchmark customer lifetime value</FONT></TD>
</TR>
</TABLE>
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