|
|
Breaking European news:
The source of loyalty is now identifiable, measurable and comparable!
“Increase market share or cut budgets.”
Perhaps this has a familiar ring to it? If it strikes a cord, read
on to learn about a new approach which tells you exactly
where your growth should come from and how much it will
cost you.
Measuring what actually creates the difference between loyal
and disloyal customers has been a huge challenge for many
years. Conjoint analysis methods have difficulties in comparing
2 groups of customers (such as loyal versus disloyal
customers), difficulties in looking at enough parameters at a
time and difficulties in dealing with correlations between
parameters which might explain what create a difference.
A brand new and more modern tool has now been developed
which sets a new standard. The tool is called MTS (Mahalanobis
Taguchi System) and we have created the first extremely
promising results together with Dr. James Kowalick in San
Francisco. If you want to be on the cutting edge and plan to be
the standard for all the rest, MTS deserves your interest.
3 important questions to be asked:
|
1.
|
Which characteristics are most important in defining the difference between loyal and disloyal customers in your market?
|
|
2.
|
What are the numerical values/measurables associated with each of these customer characteristics?
|
|
3.
|
Which characteristics are the most important ones - and which are not important at all?
|
The great thing about MTS is that we can find the top 10 parameters
– or top 63 if you prefer – that are important for, e.g.,
disloyal customers and thus describe exactly what to focus
on to convert disloyal customers into loyal customers. We can
even calculate the expected effect of each parameter.
If you’re interested in information about the loyal customers
of your competition, we’re able to calculate our way to this as
well.
An important note is that the point of the analyses we conduct
through, for instance, MTS are to provide us with a platform in
order to reach the best possible marketing results.
Using MTS and Taguchi for advertising is something done
exclusively by Action Europe in the European market.
Example
One of our clients had an objective of gaining an additional 2,5
% market share in 4 countries on top of the 60 %, the product
already had. An MTS-analysis showed us the easiest way to
find these market shares and 5 parameters were chosen based
on which the market shares were consequently gained.
|
|