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gartner segmentation presentation

gartner segmentation presentation - Customer Segmentation...

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Gartner Customer Relationship Management Summit Notes accompany this presentation. Please select Notes Page view. These materials can be reproduced only with Gartner's official approval. Such approvals may be requested via e-mail — [email protected] Customer Segmentation: The Key to Customer-Centricity Adam Sarner
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Value Proposition Customer Profitability "… the customer never buys what the supplier sells. What is value to the customer is always something quite different from what is value or quality to the supplier." Peter Drucker Management Challenges for the 21st Century Customer Satisfaction The Essence of CRM
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Client Issues How is the basis of customer segmentation evolving? How do you build useful customer segments? How do you use segmentation to raise customer value?
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Fixed Variable Tenure Value Location Industry* Size* Purchases Channel *Typical criteria in B2B, other criteria relevant in both B2B and B2C Corporate View of Segmentation
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Customer Wants Physiological Safety Belonging Esteem Self- Actualization Customer Needs Customer View of Segmentation
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Need A Need B Profitable Unprofitable High Value Low Value Cats Dogs "Corporate" Segmentation "Customer" Segmentation The Basis of Segmentation: Corporate Value or Customer Need?
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