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1. (a) People are curious about the offering. 2. (a) A high-tech ash page 3.
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Rate Mails Click-through Registrations $0.11 0.67% 48% Number 100,000 670 322 Dollars $11,000 $16.42 $34.20
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(b) You can accurately predict response rates. (e) None of the above; it proved all of them. (e) To reduce churn (e) Video clips (b) Fax (c) Email (a) Phone
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Number promoted Teens Control 20s and 30s Control 40s and 50s Control Seniors Control Total 100,000 20,000 100,000 20,000 90,000 20,000 60,000 20,000 430,000 Sales rate 8.80% 7.00% 6.60% 5.80% 7.20% 6.00% 5.10% 4.30% Lift 1.80% 0.80% 1.20% 0.80% Lift in sales 1,800 800 1,080 480 4,160
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(d ) Segments cost less but produce similar results. (b) Preferences (b) Credit card matching (a) Web customer response (c) Ignoring them (b) Cross shopping was reduced by 35 percent (it increased by 35 percent).
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8. (e) 6 9. (a) Something that you can relate to and design programs for 10. (d ) After each promotion.
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1. 2. 3. 4. 5. 6. 7. 8. 9. 10. (b) Existing customers were modeled. (c) Prizm cluster codes (c) SIC analysis (e) 50 percent (a) Vendors do the selling for their customers. (d ) A rate calculated using the agent s previous sales (a) The Web (e) All of the above (a) The supplier (c) Business customers usually pay long after shipment.
T h e C u s t o m e r L o ya lt y S o l u t i o n
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1. 2. 3. 4. 5. 6. 7. 8. 9. 10. (b) Clean up 80 percent of your les rst. (d ) Are not in priority C (c) Birthday cards (e) Geographic region (a) The cross-sell model (e) Brand managers fought over the more pro table customers. (b) Customers were ranked by RFM with a maximum score of 125. (a) The bank added 2000 new total customers each month. (e) All of the above (a) Reports produced in a few weeks
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1. 2. 3. 4. (b) Customers like to participate in the selling process. (e) All of the above. (d ) Eliminate toll-free calls so that people must use the Web. (e) None of the above; they are all rules for successful Web customer service. 5. (a) Vendor-managed inventory 6. (b) The parts are warehoused in customers warehouses. 7. (e) More CSRs are needed. 8.
Year 1 Customers Retention rate Basket size Visits per year Revenue Cost percent Costs Acquisition cost ($46) Total costs Pro t Discount rate NPV of pro t Cumulative NPV of pro t Lifetime value 200,000 45% $60 2.10 $25,200,000 65% $16,380,000 $ 9,200,000 $25,580,000 $380,000 1 $380,000 $380,000 $1.90 Year 2 90,000 55% $65 2.50 $14,625,000 62% $9,067,500 $9,067,500 $5,557,500 1.25 $4,446,000 $4,066,000 $20.33 Year 3 49,500 65% $70 2.80 $9,702,000 60% $5,821,200 $5,821,200 $3,880,800 1.4 $2,772,000 $6,838,000 $34.19
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Year 1 Customers Retention rate Basket size Visits per year Revenue Cost rate Costs Acquisition cost ($46) Retention cost ($8) Total costs Pro t Discount rate NPV of pro t Cumulative NPV of pro t Lifetime value 200,000 49% $64 2.50 $32,000,000 65% $ 20,800,000 $ 9,200,000 $ 1,600,000 $31,600,000 $400,000 1 $400,000 $400,000 $2.00 Year 2 98,000 59% $69 2.90 $19,609,800 62% $12,158,076 $ 784,000 $12,942,076 $6,667,724 1.25 $5,334,179 $5,734,179 $28.67 Year 3 57,820 69% $74 3.20 $13,691,776 60% $8,215,066 $ 462,560 $8,677,626 $5,014,150 1.4 $3,581,536 $9,315,715 $46.58
Year 1 Old LTV New LTV Difference 200,000 customers $1.90 $2.00 $3.90 $780,000 Year 2 $20.33 $28.67 $8.34 $1,668,179 Year 3 $34.19 $46.58 $12.39 $2,477,715
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1. (a) Personalized catalogs 2. (a) It provides no sales lift. 3. To reach high end customers; to reduce ordering costs; to open up another channel 4. They spent 33 percent more than regular customers. 5. Cross sales were up 100 percent. 6. They need to add: a. Customer pro les capturing emails and customer preferences and demographics. This reaches 20 percent on the rst round and an additional 20 percent on each additional round. b. One-click ordering for all customers completing their pro le, plus personalized emails and Web site opening pages.
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