out to the large IT companies for a
solution. These five objectives can
quite often be achieved through
the smart application of existing
business systems.
Customer intelligence objectives
should focus on:
1. Understanding Customer
Lifetime Value (LTV)
Smart analytics can help you
understand the current value
of your customers. Many Clubs
collect transaction data and
can quickly measure total
spend. By adding some basic
predictive models on top of your
existing data, you can very easily
determine each customer’s
potential future value. This
intelligence helps allocate
resources more specifically,
ensuring that every tactic
ultimately increases customer
value.
2. Predictive modelling:
Don’t be scared of predictive
modelling. Despite what may
be promoted, the domain
of predictive modelling is
not owned by big Business
Intelligence companies. You
would be surprised, and
pleasantly relieved, at how basic
business applications can be
layered over your customer data
to determine next best action.
Predictive modelling points your
business towards:
Predictive modelling is also
effective as a proactive tactic
to determine which customers
are at risk of defection and what
tactics are most likely to keep
them engaged.
3. Voice of the Customer (VOC)
Analytics:
VOC analytics help companies
listen, interpret and act on
what their customers are really
saying. This insight informs what
is really important to customers
and helps organisations
prioritise what will make the
greatest impact on the customer
experience and their bottom line.
VOC analytics enable companies
to take informed, proactive
action to either drive growth or
reduce risk.
4. Customer segmentation:
As Club managers we
understand the need for multidimensional segmentation. Real
customer intelligence goes
beyond traditional demographic
definitions to bring together
value, needs and behaviour. This
holistic approach helps identify
(and quantify) new opportunities
and helping to prioritise market
segments and tactics for optimal
results.
proactively identify any risks and
opportunities within your existing
customer base. These metrics
are designed to not only assess
the health of the customer
relationship in the short and long
run; they also identify reasons
for trends in the metrics, and
help to identify actions needed
to drive business growth.
So where to start?
It is tempting to consider investing
in a large data warehouse with
smart Business Intelligence tools.
However, before selecting the most
appropriate solution, Clubs need to
look at their existing infrastructure
and assess how they can best use
the tools currently available. Clubs
quite often have the tools in place,
but not necessarily the right person
asking the right question of the data.
Start with asking the right question
and the answer will unfold.
Celebrating 25 Years of
Service to the Club Industry
Special Offer:
Bulls Eye is providing clubs a 3-hour
customer Intelligence workshop
that will pave the way to develop a
sustainable Customer Intelligence
strategy. The special price for this
workshop is $899+ GST, with limited
opportunities available.
Thanks to Our Clients
for their 25 years of Loyalty
5. Customer scorecard design
and evaluation:
Customer intelligence analysis
will be able to present a
• the most suitable prospects
scorecard to identify the
to target
effectiveness of your business’s
Blayne Webb, Director e: [email protected]
• Executive
the first
service
to offer
service
package. A great
Jason Fullerton,
Manager
e: [email protected]
:
• which channel
deal of thought is required to
• what day and time
design the key metrics that
Contact Brett Jones & bookings.
E: [email protected]
M: 0435 812 177
Celebrating 25 Years of
Service to the Club Industry
Thanks to Our Clients
for their 25 years of Loyalty
Blayne Webb, Director e: [email protected]
Jason Fullerton, Executive Manager e: [email protected] :
IQ 25