16. 1:1 Marketing: Treat Different Customers Differently
So far, you have learned how to segment customers and why customer loyalty is important to the profitability of an organization. The process of understanding how your company collects and analyses this information has probably shed light on how well this information is tracked and stored in a database. If you currently segment customers based upon their value to your business, great. You may use this information to provide different levels of service and marketing to different segments. If you do not currently track this information, or only track some of it in a sales database program, then now would be a good time to assess your current and future needs. Ongoing tracking and analysis ...
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