Scribd
Upload
21 views

Fader Week 6-PF Week 6 - p5

This document discusses tactics for making customer centricity profitable. It recommends regularly calculating individual customer lifetime value and breaking customers into segments based on characteristics. Resources should be allocated for retention and development appropriately based on segments. Constant experimentation with targeted marketing communications and analysis of results at the customer level can drive product decisions and new offerings. The best performing segments can serve as models to focus future acquisition activities. These steps should be repeated periodically.

Uploaded by

shanky1124
Copyright
© Attribution Non-Commercial (BY-NC)
Available Formats
Download as PDF, TXT or read online on Scribd
21 views

Fader Week 6-PF Week 6 - p5

This document discusses tactics for making customer centricity profitable. It recommends regularly calculating individual customer lifetime value and breaking customers into segments based on characteristics. Resources should be allocated for retention and development appropriately based on segments. Constant experimentation with targeted marketing communications and analysis of results at the customer level can drive product decisions and new offerings. The best performing segments can serve as models to focus future acquisition activities. These steps should be repeated periodically.

Uploaded by

shanky1124
Copyright
© Attribution Non-Commercial (BY-NC)
Available Formats
Download as PDF, TXT or read online on Scribd
You are on page 1/ 2

Week 6 Pod 5

CUSTOMER CENTRICITY

Making customer centricity profitable


!! !!

!!

!!

!!

!!

!!

Regularly calculate/update individual customer lifetime value Break customers into segments based on relevant characteristics (e.g., time/nature of acquisition) Allocate retention/development resources appropriately create and target marketing communications based on segment characteristics Constantly experiment with these tactics (and analyze results at the customer/segment level) Use these bottom up perspectives to drive product-line decisions (and possible new service offerings) Identify which segments are the best role models for future acquisition activities Repeat these steps on a periodic basis

You might also like