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The Guide to Maximizing Customer Marketing ROI The Guide to Maximizing Customer Marketing ROI

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Workshops, Project Work: Retail Metrics & Reporting, High ROI
Customer Marketing

Marketing Productivity Blog

8 Customer
Promotion Tips

Relationship
Marketing

Customer Retention

Customer Loyalty

High ROI Customer Marketing: 3 Key Success Components

LifeTime Value and
True ROI of Ad Spend

Customer Profiling

Intro to Customer
Behavior Modeling

Customer Model:
Frequency

Customer Model:
Recency

Customer Model:
Recent Repeaters

Customer Model:
RFM

Customer LifeCycles

LifeTime Value

Calculating ROI

Mapping Visitor
Conversion

Measuring Retention
in Online Retailing

Measuring CRM ROI

CRM Analytics:
Micro vs. Macro

Pre-CRM Testing for
Marketing ROI

Customer
Behavior Profiling

See Customer
Behavior Maps


Favorite Drilling
Down Web Sites

About the Author

Book Contents

 What is in the book?
 Productivity Blog
 CRM   
  Simple CRM
 Customer Retention
 Relationship Marketing
 Customer Loyalty
 Retail Optimization
 Telco/Utility/Services
  Visitor Conversion
  Visitor Quality
  Guide to E-Metrics
  Customer Profiles
  Customer LifeCycles
  LifeTime Value
  Calculating ROI

  Workshops/Services
  Recent Repeaters
  RFM
  Retail Promotion
  Pre-CRM ROI Test
  Tracking CRM ROI
 
Tutorial: Latency
  Tutorial: Recency
  Scoring Software
  About Jim
  Consulting
  Praise
  Contact
  FAQ
  Search
 
Downloads
  Privacy

Simple CRM Workshop and Consulting

Turning CRM theory into practical customer service and retention programs

Simple CRM is a new execution of the ideas driving CRM - sophisticated enough to give impressive results, yet practical, easy to manage, and not disruptive organizationally.  

It combines Skip Liebman's Strategic Service System for creating and delivering a customer culture with my own High ROI Customer Marketing Method.  By integrating these two action-based programs on a common platform of results-oriented metrics, Simple CRM was born.  Clients benefit at the bottom line from improving customer service and marketing success while maximizing ROI - without the business disruption and costs common to many CRM projects.  

The reason for this easy implementation?  Simple CRM is not software.  It can be implemented using resources you have in house, from spreadsheets to simple DOS-based cash register systems, on up through GoldMine and Act! to the more robust solutions used to run call centers.  The only requirement is the ability to capture customer transactions and attribute them to a specific customer ID.

What is Simple CRM?

CRM Boiled Down to 
the Essential, Practical Elements

  • Measurement and Tracking
    of Customer Retention
  • Ensuring customer-centric 
    policy and procedure
  • Action-oriented customer 
    defection response mechanism
  • Ongoing customer retention
    "safety net" programs
  • Employee training on key 
    customer-facing issues

Why is Simple CRM an Attractive Solution?

  • Generates Quick, Measurable
    Benefits with Low Risk
  • Implementation not Disruptive to Business
  • Computer Systems Agnostic
  • 80% of the Benefits of "CRM"
    for 20% of the Cost
  • Can be used as a Low Cost "trial" or CRM Pilot leading to a More Advanced Solution
  • Allows Measurement and 
    Estimation of "True ROI"

How Does Simple CRM Work?

There are three stages
to the Simple CRM Program:

  • Measure: evaluates current customer retention situation, both with "hard numbers" economic analysis and "soft numbers" review of policy and procedure 
  • Manage: implements customer retention marketing and training programs to slow defection rate and recapture lost customers profitably
  • Maximize: creates a feedback loop 
    for continuous employee learning on
    "what works and what doesn't"

Simple CRM 1st Stage - 
Measure: Some Key Attributes

  • Define customer defection and find the exact customer defection rate
  • Quantify the defection rate
    in real profit dollars
  • Rank current customers by 
    likelihood to defect
  • Review existing 
    customer-facing policy / procedure
  • Evaluate internal service standards
  • Blueprint Highly Valued Service Paths

Simple CRM 2nd Stage - 
Manage: Some Key Attributes

  • Initiate High ROI ongoing customer retention marketing program, 
    based on customer's likelihood 
    to defect rank and customer value
  • Initiate defected customer
    recapture program
  • Initiate Customer Centric toolbox Bill of Rights, Customer Retention Statement, Customer Officer, Job Descriptions
  • Set service quality measurement standards and tracking
  • Deliver training:
    Dazzling and Delighting Customers
    Complaints are Golden Opportunities

Simple CRM 3rd Stage - 
Maximize: Some Key Attributes

  • Institute "Trip Wire" Reporting to sound alarm when best customers are in danger of defecting, both hard and soft triggers
  • Optimization of customer retention marketing program; continuous learning feedback loop drives program improvement over time
  • Optimization of defected customer recapture program; also has 
    continuous learning feedback 
  • Optimization of complaint handling and resolution system for lowest loss / least expense tradeoff

In Simple CRM, marketing and customer service share the same set of customer value metrics, making evaluation and accountability for customer retention and value a team effort.

Simple CRM is a business process optimization workshop customized to your needs, delivered in short 2-day or 3-day segments over a 90-day period.  We teach you how to track, measure, and improve customer retention, and provide you the tools for sustaining the effort.  Ongoing consulting is also available.   Give us a call today to discuss how Simple CRM can help you increase sales while reducing expenses.

 

 
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This is the original Drilling Down web site; the advice and discussion continue on the Marketing Productivity Blog and Twitter.

Download the first 9 chapters of the Drilling Down book here: PDF
Purchase Book          Consulting