A leading heavy equipment company in Indonesia wanted to develop customer relationship management strategy based on Life Time Value segmentation.

Situation
In the past, without using CRM, our client as heavy equipment company didn't encounter serious problem to become the market leader in Indonesia. However, it was facing changes such as more intense competition, pressure for market efficiency, and greater demand of product and service quality. Meanwhile, not all customers were contributing the same level of profit. Therefore, our client wanted to implement a CRM strategy so that it can customise their investment and product & service offering to different clients.

Approach
By focusing on our client's internal data, Service and Loyalty practice created segmentation and calculated customer Life Time Value to differentiate customers. We also conducted desk research, competitor study, and qualitative study through in-depth interviews to existing and potential customers as well as internal management. After processed all the data, a CRM strategy which aims at customising each approach, communication, and offering for each customer was developed. The whole project spanned over the period of six months.

Result
Our client completed its milestone to transform into a customer-driven company as stated in the vision statement. It is more efficient in its investment because it puts the right amount of efforts for the right customers.

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