O'Reilly logo

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

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

17.2. Knowing Your Customers

Remember that, for CRM, we get to know customers because of what we know about them. CRM success is measured by how well we have been able to use information to predict and influence future customer behavior. We want to make our offer only to the customers who will provide the highest return (greatest response rates, highest profit margins, or lowest cost to serve). Table 17-3 lists the steps needed to get to know your customers.

Table 17-3. Steps to Knowing Your Customer
StepsPurpose (Actions)Participants
Getting Down and Dirty with the DataCustomer profile Enhance profile coverageProduct team

Database marketing team

Data quality management team
Segmenting CustomersDefine segmentation strategy Group customers by similar ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required