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Customer base segmentation

Don perppers and Martha rogers once in a book entitled It paints a picture very excited - a control of the customer information, and each customer will be able to allow us to interact one on one's future, just as we are standing behind the counter of the corner grocery store, you can the door into the store to extend my friendly greetings to each customer the same. In the several years these customers have been so valuable. This is great, it allows people to see a more friendly, more personalized picture; the same time it is also an idea about the CRM.

1. Information-based customer relationship

but now few companies have the ability to only have so few cases of customers every time they can afford to provide a tailored customer service. In today's market, businesses can have thousands of customers, and these customers may be all over the world. The company, it is very likely to have never seen the vast majority of these customers. But in this new market, customers still want personal service. Today, the market for CRM as customer relationship management the most practical option, which uses information to identify customers with similar characteristics to support personalized services. (Text / Guo Hanyao)

2. Unified

CRM customers use information to identify customers with similar characteristics,[link widoczny dla zalogowanych], for those customers whom we can provide the same services, while allowing customers to enjoy the feeling of personalized service. In this way,[link widoczny dla zalogowanych], we have tens of thousands of individuals classified into a number of customers, so that we can carry out these customers detailed study and analysis. Peppers and Rogers suggested that we put down to each individual customer,[link widoczny dla zalogowanych], CRM customers with a unified recommendation to our customers to feel that they received special treatment.

customer base we have created because it was the only customer to build relationships with thousands of possible ways. The customer is divided into several groups with uniform characteristics,[link widoczny dla zalogowanych], which means customers with similar characteristics classified together, so that each group of customers to meet the following two criteria:
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• provide for the sale of the same program, they may respond much the same way;

• They have the same value, so we want to them equally. customer account Rui Bo Li points in the small group management.

each customer group has its natural limits, these limits determined by the similar characteristics. We believe that, for the same customer base of any member, provided the same service, their response will be exactly the same way.

personalized

personalized customer data is the use of e-mail to specific individuals (or e-mail), and this data has been used in direct marketing over the years. Marketers can not only send messages to a specific name of the individual,[link widoczny dla zalogowanych], but also to the customer's name Some marketers even specific customers buying patterns and make newsletters or product catalogs.

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