Customer Acquisition
For the company, the objective of customer acquisition is on the one hand to make actual customers out of as many prospects as possible. On the other hand, one should of course also win back customers and increase sales with individual customers so that the overall customer potential can be exploited.
Lead Scoring
Not every prospect actually promises to be a potential customer. In spite of this, a great deal of expenditure in marketing and sales is invested in prospects who ultimately don't buy at all. Lead scoring is a statistically based analysis procedure that uses mathematical calculation models to assign a purchase probability (scoring) to each customer enquiry (lead).
Depending on the sector, customer structure, and information known about the customer, this can yield considerable potentials, since it is often the case that only 20 percent of prospects are responsible for over 80 percent of new customer sales. The company's scarce resources can thus be focussed upon the most important potential customers, and optimal turnover can be achieved.
Data Mining
Just because we're market researchers doesn't mean we necessarily have to gather all the data ourselves. At the end of the day, our primary expertise lies not in collecting data, but in evaluating it intelligently and developing recommendations that build upon it.
As a rule, a vast amount of data already exists in every company, and we're able to make use of this within the framework of data mining. With specialised tools and modern statistical methods we systematically search on your behalf for relevant links, patterns, and trends in the data you have so as to support projects relating to customer acquisition and customer retention.
We don't shy away from analysing entire order databases with several million individual datasets on your behalf. It goes without saying that we are obliged to respect data protection and absolute confidentiality. We also often use data mining to support pricing, product development, and dynamic segmentation derived from behaviour-based customer typologies.
Sales Behaviour on the Part of Sales Staff
Of course customer acquisition also just as much involves constantly observing and optimising the sales behaviour of one's own staff. Just as friendliness and the correctness of responses should be regularly checked in call centres, sales orientation is also of major importance for turnover.
For example, one can use monitoring or mystery calls to check whether a customer whose desired product cannot currently be supplied is immediately offered appropriate other products, and every opportunity for cross-selling is used.
The survey can highlight both inbound as well as outbound conversations, and it is also possible to make an assessment by visiting shops. These evaluations can then be used to train staff appropriately.