InteractCM - Fact Sheet - Customer Relationship Segmentation

A vital aspect of organic growth is focusing on those customers that can be influences to further their business with the organisation. Three important things to be successful are:

(1)

what behaviours are able to be influenced that will have a positive impact?

(2)

which customers are likely to exhibit that behaviour?

(3)

what is the value proposition that will best encourage each customer to change their behaviour?

Conventional segmentation may not provide a sound framework to manage an organisation. Segments are often defined at a marketing campaign level and frequently change, or exist at an enterprise level where it is difficult to apply marketing programs to change customer behaviour.



	Poor response rates to marketing offers
	Little or no measurable benefit evident from CRM technology spend
	Inability to prioritise where the marketing spend should go
	Unaware of the customers you are acquiring, retaining and losing
	High level of marketing expenditure geared at customer acquisition


	Retain high value customers by influencing the behaviour that is important
	Acquire and target more potential high value customers
	Effectively target customer groups at differing stages of their relationship
	Identify opportunities to increase revenue
	Differentiate offers/value propositions within a Customer Management program
	Dramatically improve response rates to marketing efforts

InteractCM uses the Cordiant Nett Benefits Process - a practical methodology that provides a unique segmentation framework to achieve business goals. The methodology allows an organisation to remain in control of marketing efforts and target the specific behaviours of customers that will increase both revenue and customer satisfaction.

The methodology establishes a business level segmentation framework supported by individual customer relationship attributes that can be targetted and influenced in the pursuit of the business goals and objectives. This methodology enables the identification of specific marketing activity for every customer and prospect, and prioritise the activity to maximise both the return and the customer's experience.

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