Developed highly targeted products, services and messaging based on need segments that were scalable to match customer value (e.g., high touch in-person sales rep contacts vs. low touch online self service tools).
Assigned all customers on database to a unique needs/value group.
Integrated communications messages into customer call centers and sales channels.
Media Company - Customer Centricity
B2B client desired to become more customer focused by targeting the right products to the right customer segments and to consistently deliver targeted messaging to all customer contact points.
Established and profiled customer value groups overall and by sales channel.
Created customer needs segments using a modified conjoint analysis design.
Merged need segments across customer value groups to create framework for product and service development commensurate with customer value.