This week we’ve learned about customers; (The IDIC Process, Identifying Customers, Differentiate Customers: Value to an Organization, Differentiate Customers: Customer Needs) in other words, gaining insight about them. Using the questions below, apply what you’ve learned to the organization you’ve selected for the project.
What information would be appropriate to identify individual customers?; Why?
How would the organization gather that information? For example, is it available in another database? Do they need to gather it from the customer in some way? If so, how? (Please consider whether your suggestion is feasible.)
Review the Customer Value Matrix from this week’s reading. What type of information would help your organization differentiate among the different customer categories? What factors may lead to Below Zero customers?
Create a fictional customer for your organization (or use a real one if possible) and create three profiles similar to those in your reading “Understanding Customer Behaviors and Needs” (1) Demographic (2) Behavior-based and (3) Needs-based.
Continue thinking about how your organization may improve its relationship to customers. Include any thoughts you may have at the end of your paper. You’ll use these notes to develop the final part of your project. This week they may be in list or outline form. Include references from the course or other sources to support your recommendations since they will be required in the final project.
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