CRM: Identifying Customers & Their Characteristics

The first step in developing a customer relationship marketing strategy is to gain knowledge of individual customers.  Using existing systems and services, create a list of all customers who receive the goods and services offered by your organization.

 

Gather Customer Data

 

The relationship management approach recognizes the unique characteristics and preferences of customers.  To learn about these factors, gather both the traditional transaction-based data about each customer as well as information about preferences and special requirements.  This may require additional research beyond the information available in current systems.

 

For example, the traditional data sources include:

 

·          purchasing history and products selected,

·          credit history,

·          demographics,

·          channels used for purchasing products and services.

 

The additional types of data that are not generally sought out but provide a basis for developing and strengthening customer relationships include:

 

·          personality type,

·          preferred mode of contact,

·          customer views on your organization’s products and services and those of competitors,

·          customer opinion of your organization in comparison to competitors,

·          preferences, expectations and special requirements,

·          influences.

 

Identify Chain of Influence

 

The value of a customer to your organization goes beyond the individual and extends to others who influence and are influenced by the customer.  For example, in a consumer relationship, a customer’s purchasing decisions are influenced by and influence family, friends and co-workers.  In a business to business relationship, the chain of influence includes the customers, suppliers, intermediaries and partners who work with your customer.

 

As part of this data gathering exercise, identify the businesses or individuals that form the chain of influence for each customer.  Sources for this information include referrals, purchases on behalf of other individuals or businesses, relationships with other individuals within your organization (e.g., friends, family, investor, and professional associations).  On an ongoing basis, this information is collected during interactions with the customer.

 

 http://blogs.ittoolbox.com/eai/implementation/archives/crm-identifying-customers-their-characteristics-20556