
272 Part II n The Step-by-Step Guide to the TIQM Quality System
Techniques and Tools
Facilitated brainstorming: Used to determine the Customer Segments and
their profile description, and to determine the rules for calculating CLTV
Step P3.4: Identify Customer Segments — Process Steps
and Guidelines
Process steps in P3.4 include:
P3.4.1 Collect the Customer Segments that exist from Marketing and Sales.
For example, airlines have frequent flier programs with elite status
based on level of air travel. Examples of frequent flier segments are
Platinum, Gold, Silver, Frequent Flier, and Casual Flier.
P3.4.2 Verify and document the profile description for the different categories
and calculations, if any, that determine membership in a given Customer
Segment.
For example, the airlines have variations on frequent flier classifica-
tions as segments:
Platinum:
■n
100,000+ miles or points a year
Gold:
■n
50,000+ miles or points a year
Silver:
■n
25,000+ miles or points a year
Frequent Flier:
■n
Frequent Flier card holder up to 25,000 miles points
a year
Casual Flier:
■n
Periodic fliers
Step P3.5: Calculate Customer Lifetime Value
Customer lifetime Value (CLTV) is the most useful measure of lost and missed
opportunity caused by Poor Quality Information. This step describes how to
calculate CLTV if your organization has not yet established CLTV valuation.
Objective
To establish a meaningful hard measure of Custome ...