Chapter 17. Finding the “Right” Customers
We've defined our strategy and built a piece of our CRM infrastructure; now we're ready to turn our focus outside and identify the specific characteristics and customers who are most likely to respond to the offer we plan to make. We use information about our customers to make predictions about how they will respond to our offers. We also use information to measure the results of our efforts (see Chapter 19). Information is the raw material of CRM.
For now, we will focus on using information to identify the right customers to receive our offer. To be effective, an offer must generate a response. To get a response, understand what our customers are like, what they value and how they are likely to behave ...
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