SurgeROI™ delivers a full-featured VIP customer relationship management model and tool for lifting transactional spending across prioritized customers. We utilize data from customer sales history and personal information to increase customer investment and loyalty with your company, resulting in a minimum of 3% revenue lift, and often up to 10%.
VIPs pack a powerful punch for baseline revenue, and are the most valuable customer cohort with a powerful influence on gross revenue. A stable and optimized VIP population is an effective and reliable revenue management tool. Our VIP populations contribute up to 90% of total revenue, but make up less than 10% of the customer base. Treating VIPs with data-driven and personalized engagement is a cost effective way to protect current revenue and generate additional revenue lift.
The SurgeROI™ software is designed to let every Account Manager engage in ways that are most efficient for them. Each AM's daily queue is ranked behind the scenes with a revenue impact score, prioritizing VIPs with higher scores to encourage focus on tasks with the highest impact first.
Account Managers also have the freedom to approach their daily queue however they prefer. They can engage with a VIP in the morning and decide to come back in the afternoon to finish. Or delay and schedule a follow up, creating a custom task for the following day. Whatever the preference, SurgeROI™ supports and cultivates confidence and efficiency in its users.
The SurgeROI™ system constantly learns and adjusts treatment suggestions based on behaviour patterns and impact measures. While the data trains the workflow engine, the dashboards inform account managers and administrators of the impact their work is having.
This creates a positive feedback loop, both for the system and for the VIP Management team. Business-level dashboards help inform decisions regarding workforce planning, recommended incentive investments, and other opportunities to lift revenue.
The first step in VIP management is understanding the customer lifecycle for VIPs. We do this by passing data into the SurgeROI™ Lifecycle Modelling program. The program then passes it to our business intelligence program where a multi-dimensional grid is built and baselined. Mapping how these separate dimensions work together to inform a VIPs long term value is key in creating successful VIP treatment recommendations.
After the life cycle is known and the model is locked we begin generating activities for account managers. These activities include VIP treatments from the automated life cycle model. These are all measured and fed back into the learning engine to tweak future treatment recommendations.
Once the model is complete and the account managers are closing the treatment tasks at a consistent pace we can measure the impact. At this stage, working with VIP Program Managers, we identify the ideal account management team size, reassess the reward offerings within the system and review any new insights we have learned about the product or VIP population.
Sustaining and growing VIP communities has an extraordinary impact on product and corporate revenues. Focusing on just the top tier of a VIP community, often the top 1% outperform the next top 4% combined. Together, this top 5% of VIP customers can contribute over half of gross revenue for some businesses. Along with the remaining VIPs, this population often covers 80% of gross revenue.
Focused attention and investment in this group consistently outperforms other sales or marketing campaigns. Effective and precise VIP management delivers equivalent financial gain as a new product or major feature, without heavy upfront investment. Comparing the impact of traditional upselling or user acquisition, VIP management nets ten-fold the benefit; every new VIP and reactivated VIP is worth thousands more than other customers.
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