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The 33-Touch Strategy: Lifetime Customer Value and Advocate Appreciation
1. The Theoretical Basis of the 33 Touch strategy❓:
The 33 touch strategy is based on theories and concepts in psychology and marketing:
- Memory and Repetition Theory: Repetition of messages reinforces them in the recipient’s memory. Regular communication (33 touches per year) ensures brand presence.
- Social Exchange Theory: Human relationships are based on the exchange of benefits and resources. Providing added value (useful information, gifts, invitations) creates mutual obligation and encourages continued engagement.
- Differentiation Theory: Companies seek differentiation in a crowded market. Building personal relationships creates a competitive advantage.
- Customer Lifetime Value (CLV): Represents the total revenue a company expects from a customer. The 33 touch strategy aims to increase CLV by fostering customer loyalty.
Approximate Formula for Customer Lifetime Value:
CLV = (<a data-bs-toggle="modal" data-bs-target="#questionModal-362147" role="button" aria-label="Open Question" class="keyword-wrapper question-trigger"><span class="keyword-container">average</span><span class="flag-trigger">❓</span></a> Transaction Value * Number of Transactions per Year) * Average Customer Lifespan (in years) - Customer Acquisition <a data-bs-toggle="modal" data-bs-target="#questionModal-362133" role="button" aria-label="Open Question" class="keyword-wrapper question-trigger"><span class="keyword-container">cost</span><span class="flag-trigger">❓</span></a>
2. Components of the 33 Touch Strategy:
The strategy consists of planned contact points with customers❓ throughout the year, adding value through information, gifts, invitations, or friendly communication.
Examples of Contact Points:
- Monthly newsletters (12 touches): Information about products/services or related topics.
- Greeting cards for occasions (7 touches): Holidays and special occasions (birthdays, religious events).
- Phone calls (5 touches): Friendly calls to check on customers and gather feedback.
- Thank you messages (3 touches): After phone calls or transactions.
- Personalized greeting cards (4 touches): Personal occasions (birthdays, purchase anniversaries).
- Useful gifts (2 touches): Practical items for daily use (magnetic calendars, notebooks).
3. 33 Touch Strategy: Lifetime Customer:
The strategy aims to convert regular customers into loyal, long-term customers.
Key Elements:
- Focus on building relationships beyond transactions.
- Personalize communication to meet individual customer needs.
- Provide excellent customer service, responding effectively to requests.
- Request feedback for continuous improvement.
- Surprise customers with unexpected gifts or offers.
4. 33 Touch Strategy: Appreciation of Supporters:
The strategy aims to convert loyal customers❓❓❓ into brand advocates❓❓ who promote the brand.
Key Elements:
- Identify existing advocates (through referrals, recommendations).
- Reward advocates for their efforts (special offers, gifts, exclusive invitations).
- Create a sense of belonging.
- Facilitate the referral process.
- Listen to advocate opinions and suggestions.
Example of a 33 Touch Plan for Supporters:
- Monthly newsletters (12 touches): Exclusive information and offers.
- Greeting cards for occasions (7 touches): Personalized to appreciate supporters.
- Phone calls (5 touches): To check on and thank supporters.
- Thank you messages (3 touches): Emphasizing their role in promoting the brand.
- Personalized greeting cards (4 touches): With a symbolic gift.
- Useful gifts (2 touches): Branded items for daily use.
5. Customizing 33 Touch Plans:
It’s important to customize plans to meet the needs of customer segments. A plan for new customers may differ from one for long-term customers.
6. Measuring and Evaluating the Effectiveness of the 33 Touch Strategy:
Effectiveness should be measured regularly by:
- Increasing Customer Lifetime Value (CLV).
- Increasing the number of referrals.
- Increasing customer satisfaction and loyalty.
- Increasing sales and profits.
7. Conclusion:
The 33 touch strategy is a tool for building customer relationships and creating lifetime customers and brand advocates by providing consistent communication and added value to achieve a competitive advantage.
Chapter Summary
The “33 Touch \12\\❓\\8" role="button" aria-label="Open Question" class="keyword-wrapper question-trigger">strategy❓” focuses on building long-term relationships with customer❓s❓❓❓❓ and advocates through systematic communication plans. The strategy aims to increase❓ repeat business and referrals.
The “33 Touch Strategy: Lifetime Customer” plan is for existing customers, aiming to maintain strong relationships and loyalty. It includes: 12 newsletters with valuable information, 7 holiday greeting cards, 5 phone calls for direct contact and referral requests, 3 “Glad I talked to you” follow-up messages, 4 personalized greeting cards for special occasions (birthdays, anniversaries), and 2 practical gifts (magnetic calendars, memo cubes).
The “33 Touch Strategy: Advocate Appreciation” plan targets customers who have provided or promised referrals, expressing gratitude and encouraging continued referrals. It uses the same basic elements as the “Lifetime Customer” plan, with added “value items” specifically for advocates such as school calendars, annual calendars, favorite sports teams schedules, and inspirational cards.
Regardless of the plan, each “touch” should include a reminder and instructions on how to refer new customers, highlighting the benefits.
Customization of the 33 Touch plans is allowed to suit different customer needs.
The strategy is a tool for building long-term customer relationships and increasing❓ referrals through regular and personalized communication. Appreciating and encouraging advocates is crucial for business growth, and every “touch” should encourage referrals and clarify the benefits. The strategy requires organized customer database management and advance planning of communication activities.
