Plan 33: Lifetime Customer Value and Supporter Valuation

1. The Theoretical Basis of the 33❓❓ Plan

The 33 plan is based on marketing, psychology, and customer❓ Relationship Management (CRM) theories and principles.

• Social Exchange Theory: Human relationships are based on the exchange of resource❓❓s. Providing continuous value creates a positive balance, increasing the likelihood of relationship continuation and deepening.
• Reciprocity: People tend to reciprocate when someone provides a service or favor. By regularly providing real value to customers, the 33 plan creates a sense of obligation to reciprocate through repeat business, recommendations, or defending the brand.

• Customer Lifetime Value (CLV): CLV represents the total value a customer brings to the company throughout their relationship. The 33 plan targets increasing CLV by turning customers into permanent and active supporters, reducing acquisition costs, and increasing revenue and profits. CLV can be calculated using the following formula:

  CLV = (Average Purchase Value) x (Number of Purchases per Year) x (Customer Lifespan in Years) - (Customer Acquisition Cost)
  * Brand Loyalty: Brand loyalty represents a customer’s continuous preference for a specific brand over others. The 33 plan builds loyalty by providing a distinguished customer experience, meeting their needs and expectations, and creating a sense of belonging and appreciation.

2. Components of the 33 Plan

The 33 plan is a strategic communication plan designed to ensure at least 33 points of contact with each customer or supporter during one year. The plan’s details depend on the type of customer (existing customer, supporter, etc.) and its goals, but it generally includes the following components:

• Newsletters: 12 monthly newsletters providing valuable information, useful tips, product and service updates, and customer success stories.
• Holiday Cards: 7 holiday cards for major annual occasions.
• Telephone Calls: 5 telephone calls to connect with customers personally, ask about their well-being, listen to their feedback, and provide support and assistance.
• Follow-up Letters: 3 follow-up letters after telephone calls or personal meetings.
• Personal Observance Cards: 4 personal observance cards for customer’s personal occasions (birthdays, wedding anniversaries, graduations, etc.).
• Give-aways: 2 practical and useful promotional gifts, such as magnetic calendars❓ or memo cubes.

3. The 33 Plan for Lifetime Customers

This plan targets customers who have already transacted with you and you want to turn them into permanent customers.

• Goal: Maintain the relationship with customers after completing the deal, strengthen their loyalty, and encourage them to repeat the transaction and provide recommendations.
• Application: Once the deal is completed, the customer is transferred from the 8x8 plan or the general 33 plan to the 33 plan for lifetime customers.

4. The 33 Plan to Appreciate Supporters

This plan targets customers who have provided recommendations or pledged to provide future recommendations.

• Goal: Appreciate the efforts of supporters, enhance their enthusiasm, and encourage them to continue providing recommendations.
• Application: Once a customer provides a recommendation or pledges to provide future recommendations, they are transferred to the 33 plan to appreciate supporters.
• Additional Elements: In addition to the basic elements of the 33 plan, this plan includes additional elements of value to supporters, such as:
  • School or annual calendars
  • Schedules of their favorite teams’ matches
  • Inspirational cards

5. Customizing the 33 Plans

It is essential to customize the 33 plans to meet the needs and interests of each segment of customers.

• Customer Analysis: Before starting to customize the plans, a comprehensive analysis of customers must be conducted to understand their needs, interests, and preferences.
• Identifying Added Value: The types of content and gifts that will be of real value to customers must be identified.
• Diversity and Flexibility: The plans should be diverse, flexible, and adaptable to changes in customer needs.

6. Measuring and Evaluating the Effectiveness of the 33 Plans

It is necessary to measure and evaluate the effectiveness of the 33 plans regularly to ensure the achievement of the desired goals.

• Tracking Key Metrics: Key metrics such as customer retention rate, customer lifetime value, number of recommendations, and customer satisfaction level should be tracked.
• Collecting Feedback: Feedback from customers should be collected regularly through questionnaires and personal interviews.
• Continuous Improvement: The data and feedback should be used to continuously improve the 33 plans.

7. Managing Leads According to the F.A.S.T. Approach

To maximize the benefit from potential customers, an effective system for managing them based on the F.A.S.T approach should be adopted:

• F (Funnel): Direct all potential customers to a central point of contact (phone number, email, responsible person). Their basic data (name, address, phone number, needs) should be captured.
• A (Assign): Assign team members to be responsible for following up with potential customers and turning them into closed deals.
• S (Source): Identify the source of each potential customer. Customers should be asked “How did you hear about us?” and confirm the answer in a customer satisfaction survey after completing the deal.
• T (Track): Track potential customers to determine conversion rates, determine the effectiveness of marketing activities, and identify the potential customers most likely to convert into customers.