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

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 ...

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