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.
| Steps | Purpose (Actions) | Participants |
|---|---|---|
| Getting Down and Dirty with the Data | Customer profile Enhance profile coverage | Product team
Database marketing team Data quality management team |
| Segmenting Customers | Define segmentation strategy Group customers by similar ... |
Get Customer Relationship Management: Getting It Right! now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
