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 Refer to Chapter 4: Think about 3 types of companies or industriesy you have patronized or know (use different examples from the textbook).   How can a company identify customers when those customers don’t talk to its representatives very often, if at all—at least not individually?  

 

  • Industry 1: What makes identifying customers difficult in this industry? How would the industry approach identifying its end users? 
  • Industry 2: What makes identifying customers difficult in this industry? How would the industry approach identifying its end users? 
  • Industry 3: What makes identifying customers difficult in this industry? How would the industry approach identifying its end use. 

Managing Customer Relationships: A Strategic Framework, Third Edition, Don Peppers and Martha Rogers

MKT 456-CRM

Instructor:
Cynthia Bellian, MBA

E-mail: [email protected]

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Managing Customer Experience and Relationships: A Strategic Framework

Chapter 4

Identifying Customers

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Chapter 4 Preview

Gathering Customer Information: Transition from Traditional Marketing

The Goal of Identifying Customers

Customer Recognition

Assessing a Company’s Customer-Identifying Information

Identification Tasks

Customer Data: Technology, Types, Approaches

Managing Customer Relationships: A Strategic Framework,Third Edition, Don Peppers and Martha Rogers

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Gathering Customer Information: Transition from Traditional Marketing

Gathering customer information in traditional marketing: measuring average demand in groups of customers

Gathering customer information in a customer-centric company: gathering customer-specific information in addition to aggregate information

Managing Customer Relationships: A Strategic Framework,Third Edition, Don Peppers and Martha Rogers

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The Goal of Identifying Customers

The goal of identifying customers: recognizing each customer as that customer at every contact, and then linking those data points to provide a full picture of the customer

Managing Customer Relationships: A Strategic Framework,Third Edition, Don Peppers and Martha Rogers

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Customer Recognition

The first step in identifying customers is knowing one customer from another – to recognize customers

Sounds simple, but difficulties arise when companies sell directly to corporations or retail outlets, and don’t know who their end users are

Managing Customer Relationships: A Strategic Framework,Third Edition, Don Peppers and Martha Rogers

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Assessing a Company’s Customer-Identifying Information: Step 1

How Much Customer Identification Does a Company Already Have?

Take an inventory of all customer data already available in any electronic format

Find customer-identifying information that is “on file” but not electronically compiled

Managing Customer Relationships: A Strategic Framework,Third Edition, Don Peppers and Martha Rogers

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Assessing a Company’s Customer-Identifying Information: Step 2

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