 Wiebke Köhler is Associate Principal in our Hamburg Office. She works with McKinsey & Company since 2004 and is member of the European "Marketing and Sales Practice". As Co-Leader of the European CLM Service line, she is responsible for customer loyalty & experience as well as customer segmentation, but also involved in other Marketing and Sales related topics. Her industry areas are in insurance, transportation, pharma and telecoms.
Her project experience include (Examples)
_ Development and piloting of a customer segmentation on tied agent markets including development of segment strategies and translation for touchpoints, e.g. campaign management for Sales (Allianz MarketManagement)
_ Development of an acquisition and retention program for an internet service provider based on customer value-based incentive scheme towards the sales channels and campaign management (cross-selling, upselling, churn prevention and win-back)
_ Design and implementation of a short-term sales stipulation program to increase revenues and market shares for a medium-sized airline
_ Concept and implementation of a customer loyalty card for one of the world's leading logistics provider
_ Design and implementation of a customer management strategy for one of Europe's leading airlines on the following levers: campaign management (churn prevention, cross-selling, upselling), loyalty and touch point management
_ Development of a comprehensive account strategy for one of the world's leading pharma companies including account plans, segmentation, value propositions, tailored program development and KPIs
_ Design and implementation of a loyalty and customer satisfaction program for a service company
Wiebke Köhler studied Business Administration at the University of Hamburg with focus on Marketing and Sales and received her Diploma with distinction. She also received a Certificate in Marketing from the University of California in Berkeley, USA, awarded with distinction. She joined McKinsey after having worked as Vice President CRM at SWISS International airlines and Marketing Director Germany at a European Internet service provider. Before this, she worked in strategic management consulting for five years serving clients on Marketing, CLM and sales topics.
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