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

17.5. Targeting Customers

Targeting customers is the transition step between getting to know our customers and delivering the offer. This is where we pick exactly the customers we plan to contact with our offer. Targeting decisions are based on predicting responses based on past behavior and expected returns. We want to provide each customer with the most appropriate experience possible. “Appropriate” does not necessarily mean the best experience. We cannot treat all customers the same. For each project, we need to target the segment(s) that are the best match to the offer because of the expected behavior of that segment. If you're planning to provide an expensive new capability, you might limit the offer to those who are highest value, highest ...

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