How 'Generation V' Will Change Your Business - WikiLeaks (15 pages)

1 recommendations for crm managers • 0 change how customers are segmented

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Publication Date: 3 January 2008/ID Number: G00153798

Page 10 of 15

© 2008 Gartner, Inc. and/or its Affiliates. All Rights Reserved.

Figure 5. Collect Intimate but Anonymous Data for Relationships

CRM

From Demographic

Data …

Income

Gender

Socioeconomic

status

Personal

Name

Marital status

Geographic

Country

Region

Address

Climate

… to Psychographic

Data

Lifestyle

Personality

Attitude

Belief

Reputation

Actions

Implicit behavior

Explicit behavior

Behavioral

Brand loyalty

Product use

Persona longevity

New

Media

Chosen

Behavioral

Data

Collec-

ted

Database

Updated

Custom

Segmen-

tation

Developed

Unique

Four

"P's"

Purchase

Decision

Marketing

Exposure

Response

of

Choice

Sales

Service Marketing

CRM

From Demographic

Data …

Income

Gender

Socioeconomic

status

Personal

Name

Marital status

Geographic

Country

Region

Address

Climate

… to Psychographic

Data

Lifestyle

Personality

Attitude

Belief

Reputation

Actions

Implicit behavior

Explicit behavior

Behavioral

Brand loyalty

Product use

Persona longevity

New

Media

Chosen

Behavioral

Data

Collec-

ted

Database

Updated

Custom

Segmen-

tation

Developed

Unique

Four

"P's"

Purchase

Decision

Marketing

Exposure

Response

of

Choice

Sales

Service Marketing

Source: Gartner (December 2007)

5.1 Recommendations for CRM Managers

• Shift away from collecting personal data about individual customers toward collecting

more-complete and more-relevant data regarding online customer behavior and
influence on others.

• Develop new processes and skills, and restructure how data is collected and used as

marketing shifts from demographic to psychographic insights.

6.0 Change How Customers Are Segmented

Customer segmentation has moved through numerous phases, which can be categorized into
four general approaches (see Figure 6):

• The most-traditional is product-centric. It segments customers according to what they

buy. This is particularly useful in situations where there's relatively little relationship
between the customer and the enterprise after the product purchase, or where the
purchase decision is based on product characteristics.

• In recent years, enterprises have increasingly focused on growing their understanding of

customer profitability, enabling the creation of customer value-based segments (such as
"gold" and "platinum" frequent fliers, or wealthy individuals). This approach segments

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