The Little Black Book of Customer Migration
George Patterson Y&R
The Little Black Book of Customer Migration is a guide to developing a successful migration strategy for a merger, although it applies equally to any situation where customers need to be migrated, such as a systems upgrade.
It will help you plan a path from the original business decision to a customer friendly migration and communications plan. The migration of customers during a merger, or systems upgrade, is a business decision, based on numbers not people Inevitably, with a merger, there is potential to offend and lose customers from both parties, not only at the time of the merger, but for months or even years afterwards. No one likes to feel forced into doing something and Australians are particularly resistant to change.
A human approach to migration is therefore essential to minimise customer defection. When communicating to customers the focus has to be reversed – people not numbers. Think of migration in terms of relationships, even dating, your customers being the people in your little black book.
Marketers must focus and prioritise, using research to segment customers according to their loyalty profile and likelihood to defect. This needs to happen as early as possible. Then tailored communications programmes should be developed for the different segments, prioritising based on customer value and risk.Download The Little Black Book of Customer Migration