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 Web 2.0 and stickiness to the Customer Life Time Value

how 1/n can increase the Customer Life Cycle

  • Revgi
  • Jeudi 18/01/2007
  • 11:45
  • Lu 2185 fois
  • Version imprimable
 

What are the keys to the formula about Customer Life Time Value ?

There are "n" and as many "n" that are encapsulated in the " 1 to 1/n " formula... The more a brand, a company and a community can preempt the COI and COP of an individual, the more the company can increase the Customer Life Time Value...

We see that in many vertical industries such as the automobile industry and I was really impressed by the community and the site / Technorati / wiki portal managed by Toyota for its hybrids car... the 3D graphics are second to none and the quality of the Data Base Qualification is just as good as the HSBC one... have a look on http://www.toyota.com/vehicles/minisite/hybrids/index.html?s_van=GM_HSD_LANDING_MINISITE

But why is it important to identify all these "n" to better understand the changes that are taking place in the customer purchase decision making process... and utimately to improve the stickiness to the brand and/or the services provided.

Then have a look on this great formula from  Technorati, PGreenblog, Nov 2005

 This is the challenge to any marketer, how to increase stickiness, how to increase the time one can spend to share insights about oneself, values even if they are diverging, objectives even if the long term ones are not coherent with the short term ones etc... all of this requires marketing technics capable to capture traces, signals and evolutions so small that just Technorati into the web 2.0 arena can deliver... this web 2.0 is about PULL, about volontary membership and quality time that Technorati are better off to value !

The semantic web, which for many is the next stage of the web 2.0 would become the wave Web 3.0; which has a lot of utopia too but one thing is sure... the time spent in describing oneself and its projected version and flavours through an Technorati is rich... it's a matter of time for it to create even more values to our traditional world.

Gil


Mots-clés : Technorati, Technorati, Technorati, Technorati, Technorati

Commentaires

Toyota is switched on !

with a community of 10600 members and hundreds of criteria to chose from... just grab yours amongst all these "n" and it will trigger a different relationship with the brand and the service delivery process...

 

 

Lien croisé

Blog des Managers Intranet - Au volant remarqué de l'API Google Maps avec sa Kan : "ntreprise distribuée géographiquement... and it could make sens for many applications !Quant à la communauté, elle peut être distribuée elle aussi cf les 10600 membres et la merveille techno en 3D de Toyota hybrid, un autre cas impressionnant; où comment qualifier de la base de donnée à bon compte... l'utilité de tout ça: la stickiness et la consumer life time value cf http://nano-marketing.viabloga.com/news/web-2-0-nnm-and-stickiness-to-the-customer-life-time-valueGil"

 

 

Lien croisé

Blog des Managers Intranet - Au volant d'1 API Google Maps mais avec sa Kangoo : "Toyota hybrid, un autre cas impressionnant; où comment qualifier de la base de donnée à bon compte... l'utilité de tout ça: la stickiness et la consumer life time value cf http://nano-marketing.viabloga.com/news/web-2-0-nnm-and-stickiness-to-the-customer-life-time-valueGil"

 

 

"Visualizing the different elements of a managed community"

From a new conference about Community 2.0 has emerged a blog and an association named Community Management & Marketing Council and I could not resist with this graph... it's just great !

http://www.cmmcouncil.org/wp-content/uploads/2006/10/communitydefinition.png

 

 

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