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33-Touch Plan: Lifetime Customer
1. The Theoretical Basis of the 33 Touch Plan
The 33 Touch Plan is based on several theories and scientific principles, most notably:
- Mere-Exposure Effect: People tend to develop a preference for things merely because they are familiar with them. The more the customer is exposed to the brand, the more likely they are to prefer it over competitors.
- Social Exchange Theory: Human relationships❓ are based on the exchange of resources, whether material or non-material (such as information or support). The 33 Touch Plan aims to provide continuous value to the customer, enhancing their sense of commitment.
- Power of Repetition: Repetition is the basis of memory. Through repeated and regular communication, the brand is reinforced in the customer’s mind, increasing the likelihood of remembering it when in need of services.
Illustrative Mathematical Formula:
To illustrate the effect of exposure mathematically:
P(T) = a + b * N
Where:
P(T): Probability of Preference.a: Baseline Preference.b: Exposure Coefficient.N: Number of Exposures.
This equation shows that as the number of exposures (N) increases, the probability of the customer preferring the brand (P(T)) increases.
2. Components of the 33 Touch Plan: A Detailed Analysis
The 33 Touch Plan consists of a set of touchpoints designed to communicate with the customer periodically and regularly throughout the year. These touches can be diverse and include:
- Newsletters: Sent periodically (usually monthly) containing valuable and useful information for the customer, such as market news, tips, or special offers.
- Holiday Cards: Sending greeting cards on various occasions and holidays expresses interest and appreciation for the customer.
- Telephone Calls: Making personal phone calls to check on the customer and listen to their needs. These calls should be valuable, not just a sales attempt.
- Follow-up Letters: Sending thank-you or follow-up letters after phone calls or meetings to strengthen the relationship with the customer.
- Personal Observance Cards: Sending congratulatory cards on the customer’s personal occasions, such as birthdays or home purchase anniversaries.
- Give-aways: Sending practical and useful gifts to the customer, such as magnetic calendars or notebooks, bearing the company logo.
Statistical Analysis:
To analyze the effectiveness of each of the 33 touches, different metrics can be used, such as:
-
Response Rate: The percentage of customers who interact with each touch.
Response Rate = (Number of Responses / Number of Contacts) * 100
2. Conversion Rate: The percentage of customers who refer new clients or make additional purchases as a result of exposure to the 33 Touch Plan.Conversion Rate = (Number of Conversions / Number of Contacts) * 100
3. Customer Retention Rate: The percentage of customers who continue to do business in the long term.Retention Rate = ((Number of Customers at the End of Period - Number of New Customers Acquired During Period) / Number of Customers at the Beginning of Period) * 100
3. Practical Applications and Related Experiences
- Case Study 1: Real Estate Company: A real estate company applied the 33 Touch Plan to its database of former clients. After one year, the company noticed a 25% increase in the number of referrals from these clients, in addition to a noticeable increase in customer retention.
- Case Study 2: Insurance Agency: An insurance agency customized the 33 Touch Plan for its most loyal customers by adding valuable gifts and more personal calls. This led to a 30% increase in the average Lifetime Value (LTV) of the customer.
Customizing the 33 Touch Plan:
The 33 Touch Plan should be customized to fit the nature of the business and customer characteristics by:
- Segmenting Customers: Dividing the customer database into different segments based on factors such as age, income, interests, or purchase history.
- Identifying Appropriate Touchpoints: Choosing touchpoints that are appropriate for each customer segment. For example, younger customers may prefer communication via social media, while older customers may prefer communication via email or phone calls.
- Measuring and Improving Performance: Tracking the performance of the 33 Touch Plan regularly, and making the necessary adjustments to improve results.
4. 33 Touch Plan: Lifetime Customer - Advocate Appreciation Plan
In addition to the 33 Touch Plan for regular customers, a similar plan can be applied but with a greater focus on appreciation and rewards for customers who make referrals or pledge to do so. This plan includes:
- Value-added elements: Such as school calendars, New Year’s calendars, schedules of their favorite teams’ matches, or inspirational cards.
- Additional Customization: More personal thank-you letters, higher-value gifts, and exclusive invitations to special events.
Note: Customers should not be changed from the “Advocate Appreciation” plan to the regular “Lifetime Customer” plan, but a higher level❓ of appreciation and rewards should continue to be provided to these customers.
5. Lead Management: F.A.S.T. Track
To maximize the benefit of the 33 Touch Plan, an effective lead management strategy must be applied. The F.A.S.T. track illustrates the basic steps:
- Funnel: Direct all potential customers to a single point of contact (phone number, email, person).
- Assign: Assign each potential customer to a specific team member responsible for follow-up and service.
- Source: Identify the source of the potential customer (how did they hear about you?).
- Track: Track potential customers to determine conversion rates and team member effectiveness.
Chapter Summary
The “33 Touches” plan aims to build long-term customer relationships and turn them into loyal advocates. The plan is based on regular and deliberate communication with customers❓❓ throughout the year via 33 different “touches” to foster loyalty and generate referrals❓.
Key points:
- Goal: Building a strong and lasting relationship with the customer after the deal is done, ensuring the customer remembers the service and is ready to deal again or refer others.
- Strategy: Regular and varied communication with the customer throughout the year through 33 “touches,” including: 12 monthly newsletters, 7 holiday greeting cards, 5 phone calls to check-in and ask about referrals, 3 follow-up messages after phone calls, 4 personal event cards (birthdays, home purchase anniversaries, etc.), and 2 practical gifts (magnetic calendar or notepad cube).
- Implementation: Each “touch” should include a quick reminder of how to refer new customers, emphasizing the benefits of dealing with the team.
- “Supporter Appreciation” Plan: A parallel plan for customers who have already made referrals or pledged to do so. This plan includes value-added elements to show appreciation, such as school calendars, sports schedules, or inspirational cards.
- Customization: The 33 Touches plan can be customized to suit the needs and interests of different customer segments.
- lead❓ Management: All leads should be directed to a central channel (phone number, email, person), and their basic data (name, address, phone number, real estate needs) should be recorded. Then, they are assigned to team members for follow-up. The source of each lead should be tracked to assess the effectiveness of different marketing channels.
Conclusions:
- The “33 Touches” plan is a structured strategy for building strong❓ customer relationships.
- Regular and varied communication is key to maintaining a strong relationship with customers.
- Communication plans should be customized.
- Effective lead management is necessary.
Implications:
- Increased Loyalty.
- Increased Referrals.
- Improved Reputation.
- Increased Sales.
