Monday, 15 March 2010

Giving Your Segmentation An Attitude...

CRM - Customer Relationship Management (or more correctly Customers Really Manage), has always been founded on a complete understanding of your customer. The tailor that knows instinctively what kind of suits you would wear and therefore which to propose, because he knows "who" you are as well as what you have bought previously. This level of understanding cannot be generated from transactional data alone. So many programs are based on this one-dimensional, behavioural approach to understanding the customer.

To really derive value from such programs, it is essential to understand the attitudes of your customers and prospective customers:
  • How customers relate to your category,
  • How customers think about you and your competitors,
  • Why customers purchase from you, and crucially,
  • Why they don't
Adding the "why" to the "what" that your data already provides will generate exponentially better campaigns that lead to significantly better business outcomes.

More here...

Photo: Adweek

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