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ݺߣShare a Scribd company logo
InstalledBase
Management
6StepstoSetUpforSuccess
Collect&
ColateData01
2016ChrisDunnConsultingServicesLimitedAllrightsreserved
1.WHICHDATADO
YOUCOLLECT?
2.HOWDOYOU
OBTAINTHISDATA?
3.WHOOWNSTHE
COLLECTIONPROCESS?
4.WHEREWILLTHE
DATABESTORED?
Producttype,serialnumber,
age,warrantystatus,usage,
servicehistory,locationetc
Remotelyfromtheproduct
itself,fromfieldteams,from
thecustomeretc
Localteamsorcentral
management?Istheprocess
in­houseorsubcontracted?
Onlocalorcentralsystemsor
both?Inthecloudoron
companyservers?Integrated
withCRMandERPsystems?
KeyQuestions
2016ChrisDunnConsultingServicesLimitedAllrightsreserved
Quantify&
QualifyData02
2016ChrisDunnConsultingServicesLimitedAllrightsreserved
1.HOWMANYACTIVE
UNITSAREIDENTIFIED?
2.WHATLIFESTAGE
ARETHEYAT?
3.WHATUSAGEDATA
DOYOUHAVE?
4.HOWDOYOU
IDENTIFYMOREUNITS?
Youknowhowmanyproducts
you'vesoldbuthowmanyare
stillinuseandforthesehave
youcollecteddata?
Eachlifestagerepresentsan
opportunityfromservice
contractstopartstotrade=ins
Thisknowledgeenables
targetingofcomplementary
productsandservices
Whatisthebestwayto
registernewproductsand
incentivisecustomersto
providedataonexistingunits?
KeyQuestions
2016ChrisDunnConsultingServicesLimitedAllrightsreserved
Measure&
Monetise03
2016ChrisDunnConsultingServicesLimitedAllrightsreserved
1.HOWWILLYOU
SEGMENT?
2.HOWWILLYOU
TARGETACTIVITY?
3.WHATKPISWILLYOU
INTRODUCE?
4.HOWWILLYOUDRIVE
THESEKPIS?
Productcategory,industry
sector,geographyareall
commonsegmentations
Salesorserviceteams?Are
newproductandservice
packagesrequired?Which
segmentsaretobeprioritised?
Revenue/marginperproductin
theinstalledbase?Ratioofafter
salesrevenuevs,finished
productrevenue/margin?
Fromthecentreorthrough
localteams?Whatrewardswill
beofferedforsuccess?
KeyQuestions
2016ChrisDunnConsultingServicesLimitedAllrightsreserved
Share&
Strategise04
2016ChrisDunnConsultingServicesLimitedAllrightsreserved
1.WHATISTHEFULL
POTENTIALFORTHE
INSTALLEDBASE?
2.WHATISYOUR
CURRENTSHARE?
3.WHOAREYOUR
YOURCOMPETITORS?
4.WHATISYOUR
STRATEGY?
Howmuchmoneyisbeing
spentusing,maintainingand
upgradingyourproducts?
Ofconsumablerevenue?Of
serviceincome?Ofpartsand
accessoryspend?Ofupgrade
budgets?
Whoelse"livesoffyourinstalled
base"?Whatbenefitsdothey
offer?Atwhatpointdoyour
customersswitchandwhy?
Toincreaseyourknowledgeof
theinstalledbaseandshareof
therevenuegenerated.How
willyousharethisstrategy?
KeyQuestions
2016ChrisDunnConsultingServicesLimitedAllrightsreserved
Retain&
Regain05
2016ChrisDunnConsultingServicesLimitedAllrightsreserved
1.HOWDOYOUDETECT
NEWINSTALLATIONS?
2.HOWDOYOU
RETAINCUSTOMERS?
3.HOWDOYOUIDENTIFY
LOSTCUSTOMERS?
4.HOWDOYOUWIN
BACKBUSINESS?
Doyoupartnerwith
intermediarieswhosell/install
yourproducts?Canyourproduct
bemadetoselfregister?
Whatarethecriticaltouch
pointsintheownershipcycle?
Howdoyoucontinuetoadd
valueateachpoint?
Doesyoursystemalertyou?
Areyoureliantonfield
intelligence?Canyoupredict
"dropoutdanger"?
Doyouhaveaspecialistwin­
backteam?Canyoutarget
competitorweaknesses?
KeyQuestions
2016ChrisDunnConsultingServicesLimitedAllrightsreserved
Enhance&
Expand06
2016ChrisDunnConsultingServicesLimitedAllrightsreserved
1.HOWDOYOU
IMPROVEDATA
COLLECTION/USE?
2.CANYOUCOLLECT
COMPETITORDATA?
3.HOWDOYOU
INTEGRATE&SHARE?
4.DOYOUSERVITISE
ORNOT?
Canyouautomate?Canyou
encouragesharingacross
teamsandterritories?
Onyourinstalledbase
competitorstoretainandregain.
Onfinishedproductcompetitors
forincreasedproductsales
Datamustbeaccessibleat
pointofneed.Mobileand
cloudbasedsystemsarea
mustasisdatasecurity
Theinstalledbasecanbea
goldmine.Yourbusinessmay
changefocusfromproduct­led
toservicedriven.
KeyQuestions
2016ChrisDunnConsultingServicesLimitedAllrightsreserved
YourActivityPlan
AppointanInstalledBaseManager
Collectandanalysedata
DevelopanIBbusinessstrategy
SetKPIstomeasureandmonetise
Createlock­insforattachedassets
Targetrevenueatunattachedassets
Win­backcampaignsforlostbusiness
2016ChrisDunnConsultingServicesLimitedAllrightsreserved
Thankyoufor
viewingthis
presentation
Formoreinformationon
developingyouraftermarket
businesspleasegoto:
2016ChrisDunnConsultingServicesLimitedAllrightsreserved
www.chrisdunnconsulting.co.uk

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6 steps to success with installed base management