Understanding who you serve.
WHAT TO RECORD ABOUT CUSTOMERS
Identity and contacts How they were acquired What they buy How much and how often Service history Status
WHAT SEGMENTATION PROVIDES
Treating different customers differently, deliberately.
WHAT TO SEGMENT BY
Value Behaviour Industry or type Lifecycle stage
WHY VALUE SEGMENTATION MATTERS
Effort should follow value, and most businesses discover concentration.
WHAT CONCENTRATION MEANS
A small proportion of customers producing most revenue.
WHAT THAT IMPLIES
Both opportunity and risk.
WHAT TO DO ABOUT THE RISK
Know it, and address dependence deliberately.
WHAT DATA QUALITY REQUIRES
Duplicates prevented and merged Contact details maintained Records of people who have left
WHY DUPLICATES ARE PERVASIVE
Records created from several sources without matching.
WHAT PREVENTS THEM
Checking before creation, on defined criteria.
WHAT TO ESTABLISH
What defines a duplicate in your business.
WHAT PRIVACY OBLIGATIONS APPLY
Data protection requirements, to all of this.
WHAT THAT REQUIRES
Collecting only what is needed Using it for stated purposes Honouring requests about it
WHAT TO NEVER DO
Buy contact lists of uncertain origin.
