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    Fader Week 6-PF Week 6 - p5

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    shanky1124
    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.

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    Fader Week 6-PF Week 6 - p5

    Uploaded by

    shanky1124
    13 views2 pages
    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.

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    Fader Week 6-PF Week 6_p5

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    Fader Week 6-PF Week 6_p5

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    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.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pdf or txt
    13 views2 pages

    Fader Week 6-PF Week 6 - p5

    Uploaded by

    shanky1124
    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.

    Copyright:

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    Download as PDF, TXT or read online from Scribd
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    of 2

    Week 6 Pod 5

    CUSTOMER CENTRICITY

    Making customer centricity profitable


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    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

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