Course Title

Instructor

Managing Customer Experience and Relationships: A Strategic

Framework

Chapter 4
Identifying Customers

Managing Customer Relationships: A Strategic Framework,Third Edition, Don Peppers and Martha
1 Rogers
 Chapter 4 Preview

Gathering Customer Information: Transition from

Traditional Marketing
The Goal of Identifying Customers
Customer Recognition
Assessing a Company’s Customer-Identifying
Information
Identification Tasks
Customer Data: Technology, Types, Approaches

Managing Customer Relationships: A Strategic Framework,Third Edition, Don Peppers and Martha
2 Rogers
 Gathering Customer Information:
Transition from Traditional Marketing
Gathering customer information in traditional
marketing: measuring average demand in groups of
customers
Gathering customer information in a customer-centric
company: gathering customer-specific information in
addition to aggregate information

Managing Customer Relationships: A Strategic Framework,Third Edition, Don Peppers and Martha
3 Rogers
 The Goal of Identifying Customers
The goal of identifying customers: recognizing each
customer as that customer at every contact, and then
linking those data points to provide a full picture of the
customer

Managing Customer Relationships: A Strategic Framework,Third Edition, Don Peppers and Martha
4 Rogers
 Customer Recognition
The first step in identifying customers is knowing one
customer from another – to recognize customers
Sounds simple, but difficulties arise when companies
sell directly to corporations or retail outlets, and don’t
know who their end users are

Managing Customer Relationships: A Strategic Framework,Third Edition, Don Peppers and Martha
5 Rogers
 Assessing a Company’s Customer-
Identifying Information: Step 1
1. How Much Customer Identification Does a
Company Already Have?
 Take an inventory of all customer data already
available in any electronic format
 Find customer-identifying information that is “on file”
but not electronically compiled

Managing Customer Relationships: A Strategic Framework,Third Edition, Don Peppers and Martha
6 Rogers
 Assessing a Company’s Customer-
Identifying Information: Step 2
2. Get Customers to Identify Themselves
 Frequency marketing programs are an effective way to
recognize customers and link identity to actual transactions

Managing Customer Relationships: A Strategic Framework, Third Edition, Don Peppers and
Martha Rogers
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 Identification Tasks
 Define
 Collect
 Link
 Integrate
 Recognize
 Store
 Update
 Analyze
 Make available
 Secure

Managing Customer Relationships: A Strategic Framework,Third Edition, Don Peppers and Martha
8 Rogers
 Customer Data Revolution
 Stan Rapp: the computer’s “three awesome
powers”:
1. The power to record
2. The power to find
3. The power to compare

Managing Customer Relationships: A Strategic Framework,Third Edition, Don Peppers and Martha
9 Rogers
 Types of Customer Data
Customer identity tag: name, e-mail address, user
name, etc.
Internally generated data: transactions, billing and
account status, customer service interactions, etc.
Directly supplied data:
Behavioral data: purchase and buying habits
Attitudinal data: satisfaction levels, unmet needs,
lifestyle, values
Demographic data: age, income, education, household

Managing Customer Relationships: A Strategic Framework,Third Edition, Don Peppers and Martha
10 Rogers
 Key Approaches for Customer Data
Establish a trusting relationship with the customer, so
the customer understands the tangible benefits of
sharing information and trusts the company to protect
privacy
Integrate the data across as many business activities as
possible – particularly to front-line employees
Rashi Glazer: Information-intensive (“smart”) markets
are breaking down traditional boundaries between
product offerings, departments, and the firm and external
world

Managing Customer Relationships: A Strategic Framework,Third Edition, Don Peppers and Martha
11 Rogers