Segment Migration: Where Your Customers Were, Where They Went, and Why
Understanding customer behavior is key to creating marketing campaigns that generate high response and revenue.
One of the best ways to understand customer behavior is to study customer migration patterns—to learn when and why a customer ends up in a segment different from the one he or she had been in.
The starting point for those studies is your customer-segmentation model. After you decide which approach to … [ Read more ]
Content: Article | Author: Mark Klein | Source: MarketingProfs | Subjects: Market Research, Marketing / Sales
Timing Is Marketing’s Stepchild
As the old adage goes, “timing is everything.” But while the idealistic mantra of direct marketing has always been to make the right offer to the right customer at the right time, the reality is very different.
Content: Article | Author: Mark Klein | Source: MarketingProfs | Subject: Marketing / Sales
The Myth of Customer Satisfaction
“Why are customers who say they’re satisfied not necessarily repeat customers? Because satisfaction is a measure of what people say, whereas loyalty is a measure of what they actually do. Many managers still don’t recognize this fundamental difference, so they use customer satisfaction and customer loyalty interchangeably, as though they were synonyms.”
Content: Article | Authors: Arthur Einstein, Mark Klein | Source: strategy+business | Subjects: Customer Related, Management