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Consumer products: Customer Retention Effectiveness - a Case for Mobile Phones


Business Issue
Our client was revising their strategy towards retention. Their ambition was to improve retention by developing a model through which market subsidiaries could create a solid, fact based plan for retention development. The project would answer questions such as:

  • Which brand perceptions must we change in order to increase customer retention and maximize purchase intent?
  • Which customer touch points must we improve in order to increase customer retention?

Marketing Clinic Implementation

  • Analysis of existing brand and customer touch point research were conducted to identify a roadmap for retention development
  • An easy-to-implement process was designed to ensure that retention development plans were created and executed in the countries the client operates in. This increased the country team understanding of retention drivers and their ability to impact them


Strategic Implications and Business Results

  • Pilot country results: Retention Development Plan with 44M revenue target without incremental investments (result to be achieved through reallocation and prioritization of current resources)
  • Revision of business planning processes to deal with retention improvement issue
  • Annual financial net potential following global roll-out estimated at 1,450M

Client Testimonial

The Marketing Planner has brought our marketing management to a new level in terms of alignment with strategy and targets but also cost control. The flexibility of Marketing Clinic in tailoring the tool to perfectly suit our needs and the user training provided by Marketing Clinic were key factors in enabling us to take the Marketing Planner into use so quickly and smoothly.

- Mikael Simelius, Vice President Marketing Communication and Branding, Wärtsilä Corporation