Brandon Tucker September 25, 2009 Case 9.2 Best Buy Uncovers Angels in the Market 1. From what internal and secondary sources did Best Buy acquire the data that helped it develop its customer centricity initiative? Answer: Internally Best Buy collects data on every transaction that takes place in their stores. Archiving historical purchasing data, rain checks, and customer problems voiced in through a call center, all assisted in the creation of the customer initiative. Secondary sources used were databases that incorporated various types of information from the main customer points. All of this data was then housed and tabulated in a database provided by Experian, who completed the picture concerning the customer. 2. How did Best Buy employ database marketing to better satisfy its customers? Answer: Best Buy used the database that Experian was responsible for simply
This is the end of the preview.
access the rest of the document.