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

1 recommendation for crm managers • 0 develop new skills • figure 7. loyalty hierarchy of needs

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Publication Date: 3 January 2008/ID Number: G00153798

Page 12 of 15

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

Figure 7. Loyalty Hierarchy of Needs

Promise me

something I need.

Satisfy my needs.

Entice me;

get to know me.

Make it easier to

satisfy my needs.

Be in tune with

my needs.

Be attuned to my

evolving needs.

Promise me

something I need.

Satisfy my needs.

Entice me;

get to know me.

Make it easier to

satisfy my needs.

Be in tune with

my needs.

Be attuned to my

evolving needs.

Source: Gartner (December 2007)

A company must develop a mutually beneficial relationship with its customer base through data
collection and communication. This is the point where the company enables the flow of valuable
information between the customer and the company. This is also where companies can transform
from an awareness tool into a relationship builder, strengthening their brands and enabling them
to become more in-tune with their customer base, and to anticipate their customers' needs.

7.1 Recommendation for CRM Managers

Use persona management as a process for building loyalty based on the six steps in Figure 7.
Collecting preference data, segmentation and offers based on users' wants and needs, the
demonstration of a value proposition at each interaction means becoming more relevant to the
customer, which is the key to long-term, loyal relationships.

8.0 Develop New Skills

In the future, companies will need to draw heavily on sociology, anthropology and game theory
techniques for insights into the evolving needs of their customer bases. Most companies haven't
employed people who have these skills, but the skills will be vital for companies to understand
how personas interact, to draw insight from cultures and how they develop, and to create highly
engaging, highly relevant virtual environments with which customers can interact. Some of the
specific skills that will be in demand are:

Social sciences (the study of society and human social interactions)

• Psychology

• Sociology

• Social

mobility

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