凯捷咨询为英国石油大数据客户忠诚度及客户全流程体验项目交付材料之一_BP KM Pack.pptx

BP AustraliaBP Plus B2B Loyalty ProgramSegmentation and Customer Experience projectFebruary 2011Capgemini conducted a 4 weeks segmentation and Customer Experience project for BP Australia B2B Loyalty programChallenge/IssueProject ObjectivesHow do you differentiate in a crowded, highly competitive market with multiple new market entrants? BP Australia faced this challenge with their B2B loyalty program?The program has been running for over 20 years with a 25% market share, around 24,000 accounts and over 520,000 individual card holders spanning Fleet, Transport, and Small Business customer segments. The program provides a fuel and vehicle expense management solution for businesses, fuel facility payment cards, and a series of cross-provider offers for members?Whilst the existing card value proposition was strong in the local market, there were clear opportunities to refine it and differentiate specific offers and customer experience for the Small Business customer group (as the fastest growing and most competitive segment that BP serves)To increase up sell and cross sellTo attract more customers into the programTo develop more relevant, targeted and specific offersBenefits?At the end of the project, a detailed set of recommendations have been defined that will progress BP Australia towards achieving its customer centric goals. Recommendations included initiatives on Segmentation, Customer Experience and KPI, covering Strategy, People, Process and Technology areas. These initiatives have been prioritised and positioned into a 2 year Roadmap, that enables BP Australia to have a clear understanding of where to focus their effort and how to allocate resources ScopeSmall Business Customer Group in AustraliaA team of 3 Full time Capgemini consultants, supported by a Director, has been working collaboratively with BP Australia key StakeholdersProject Sponsor: Bradley Cameron - Marketing Manager CardsOther BP Australia StakeholdersRepresentatives from:MarketingSalesCustome