Customer Value Maximization is a new age marketing framework that helps companies acquire and retain customers.

1. Customer Value Maximization

2. Marketing used to be simple … like this
Awareness

3. Marketing used to be simple … like this
Awareness
Interest

4. Marketing used to be simple … like this
Awareness
Interest
Desire

5. Marketing used to be simple … like this
Awareness
Interest
Desire
Action

7. With linear inputs
Stimulus

8. With linear inputs
Stimulus Action

9. And clear actions and roles
Stimulus Action
Brands Consumer
(ATL + BTL activities
resulting in brand
building brand
salience etc.)
(Buy, refer, sign-up,
download, etc.)

10. But today it looks like this
Stimulus
Action

11. This is where we lose
Stimulus
Action

12. Because between stimulus and action
Stimulus Action

13. Interaction happens …
Stimulus Action
Interaction

14. Interaction
Post brand exposure, interaction can
happen in the form of …
search engine queries
1-800 Calls
Kiosk / ATM visit
Company website visit
Educational content reading
Twitter follow
Competitor website visits
Review websites visits
Discussion with friends
Online communities checks
Window shop

15. … and this is an opportunity, because
Consumers are engaged …

16. The problem

17. The problem
These consumer interactions are opportunities to influence
moments of truth, they are not leveraged adequately and it
is left to consumers to find their way to the cash register.
Naturally efficacy of marketing spends is questioned and
accountability pressures increase.
AND brands need a new framework that converts these
interactions to desired actions …
Interaction

18. The solution

19. The solution
“CUSTOMER VALUE MAXIMIZATION”
Customer Value Maximization is a new age
marketing framework that uses a combination
of communication, technology and analytics to
leverage existing marketing stimulus and
convert interactions into actions.

20. CUSTOMER VALUE MAXIMIZATION – WHERE
IT OPERATES
Stimulus
Interaction
Action

21. how do you embrace customer value
maximization?
Stimulus
(ATL + BTL activities
resulting in brand
building brand
salience etc.)
Interaction
Your traditional agency
builds your brand … and
ENDS here …

22. how do you embrace customer value
maximization?
Stimulus
Interaction
Customer Value
Maximization (Read:
Xerago) begins …
Action

23. customer value maximization enablers …
Interaction
Action
Customer Value operates at the confluence of communication, marketing technologies and
customer analytics to convert interaction into action.
Analytics
Track, measure, analyze
and predict customer
actions and behavior
Communication
Relevant brand
communication at every
customer interaction
Technologies
Management of all
interactions using
relevant marketing
technologies
Community

24. typical challenges that customer value maximization solves

25. typical challenges that customer value maximization solves
We have millions of
customers calling our
1-800 number. How do
we maximize value from
each interaction?
01

26. typical challenges that customer value maximization solves
We have millions of
customers calling our
1-800 number. How do
we maximize value from
each interaction?
We get millions of pages
views. Thousands of people
fill up the shopping cart.
Hundreds consummate
the transaction. How do
we increase yield?
01
02

27. typical challenges that customer value maximization solves
We have millions of
customers calling our
1-800 number. How do
we maximize value from
each interaction?
We get millions of pages
views. Thousands of people
fill up the shopping cart.
Hundreds consummate
the transaction. How do
we increase yield?Our Social Media
campaigns triggers
thousands of conversations.
How do we derive value
from these conversations?
01
02
03

28. typical challenges that customer value maximization solves
We have millions of
customers calling our
1-800 number. How do
we maximize value from
each interaction?
We get millions of pages
views. Thousands of people
fill up the shopping cart.
Hundreds consummate
the transaction. How do
we increase yield?Our Social Media
campaigns triggers
thousands of conversations.
How do we derive value
from these conversations?
Out of all the customer
walk-ins that we get
every day, how do we
maximize value?
01
02
03
04

29. typical challenges that customer value maximization solves
We have millions of
customers calling our
1-800 number. How do
we maximize value from
each interaction?
We get millions of pages
views. Thousands of people
fill up the shopping cart.
Hundreds consummate
the transaction. How do
we increase yield?Our Social Media
campaigns triggers
thousands of conversations.
How do we derive value
from these conversations?
Out of all the customer
walk-ins that we get
every day, how do we
maximize value?
We have millions of
customers with us
already. How do I
maximize value from
them?
01
02
03
04
05

30. For more stories like these …
For more stories like these …

31. Visit our blog
http://www.xerago.com/blog/