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Customer Relationship Management: Getting It Right! by Judith W. Kincaid

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5.4. Analyzing and Segmenting Customers

Whatever project you have chosen to work on, it's time to specifically identify the customer or group of customers for whom the result is intended.

PHASE 3—KNOW YOUR CUSTOMERS

If you've established web-based support to provide customer assistance and replace expensive call centers, you may want to target the effort at lower-value customers as you roll it out and refine it. On the other hand, if the new capability is expensive to build and roll out, like a detailed tool for a customer to view and manage all of his orders, you may want to start with the most valuable customers. But how do you know who they are?

5.4.1. Analyze Customers: Steps

You don't begin a project without any idea of who the target audience ...

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