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

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18.2. Designing the Offer

Not surprisingly, before we actually define our customer offers, we want to understand more about the different characteristics of each of the segments we've identified. We know that XYZ has targeted the top 50 customers who owned at least one 815 or 817 series product. They recognize that, within this “best customer” group, there are very different needs and uses for the products. These product uses (applications) were believed to be an important way to personalize messages.

18.2.1. Describing Customer Segments

How the product is used (product application) varies significantly from customer to customer, as does the product configuration they choose to install. In her excellent book, The DMA Lead Generation Handbook ...

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