Member Since: 14th Jul 2009
JaywingDMG is the UK’s leading data services specialist, working mainly in the areas of marketing and risk in a wide range of sectors including financial services, retail, utilities and telecoms. The JaywingDMG team has a wealth of expertise and works with organisations to make sure they get the most out of their data strategies through meaningful analysis – they do smart things with data. JaywingDMG’s pragmatic approach focuses on delivering tangible benefits to clients, achieving their objectives by interpreting data in a fresh and intelligent way, and its unique structure facilitates a way of approaching client work – unlike anyone else in the market. JaywingDMG is a member of Digital Marketing Group plc. www.jaywingdmg.com
14th Jul 2009
As Chris suggests, exploring customer value can be a successful way of segmenting customers to ensure the most appropriate level of service is delivered when there is only finite resource available. It’s also true that a homogenised approach is often a damaging way forward. Every customer is different, not only in the value they could bring to an organisation, but in how this value can be best realised
As even the potential value of prospective customers can be estimated, an outline of the interactions needed to unlock this value in the short and long term is an achievable goal. Indeed each interaction will either go toward unlocking potential value or destroy some of it if handled, in the customer’s mind, inappropriately. This intelligent approach, seated in data analysis, can be instrumental in allowing an organisation to channel resources, whether customer service or marketing, into the most relevant and profitable customers.
Optimisation is fast becoming a buzz word in marketing and service provision. But far from a passing fad, the process of matching up customers with the most relevant techniques and levels of investment has a role outside of recessionary times; isn’t that what return on investment should be all about?