Customer profiling is the practice of analysing customer behaviour, and allocating profits and costs to the various activities that the customer conducts with your business. If this is carried out on a systematic basis, the understanding that you develop of your customers helps you extract the maximum value from each customer relationship…

By leveraging the customer insight gained from value-based segmentation and aligning sales and marketing activities, you can see real gains, writes Brian Goonan.

An aim for balance is a large part of how the Royal Bank of Canada has become the epitome of a business with the customer at its heart.

In the first of what will be an annual snapshot of Chief
Privacy Officers (CPOs), we look at the role privacy
professionals play within their organizations.

In today’s world of 1 to 1 marketing and customer relationship management, it is essential to reduce turnover to help key employees nurture successful business relationships with customers.

Many large businesses have implemented price optimization software to determine their costs and optimum prices to charge customers. Small and mid-sized businesses can achieve the same benefits by using activity-based costing (or ABC)…

Market segmentation is a key component of an effective strategic marketing plan. It can facilitate insightful market analysis, discovery of underserved niches, and approaches that achieve competitive advantage.

Targeting high potential markets with direct mail can be a very effective way to get new customers for most businesses. How to reach those high potential markets? Try using demographic data…

The purpose of a business is to create a customer - Peter Drucker . Sadly, many business seem to ignore this most fundamental of business realities. If you cannot create customers, and cannot build the relationship after ginitial purchases into a valuable long term solution, then you don’t really have a business…

The key CRM benefits of reduced customer churn, and increased customer profitability are often not realised. This article provides some pointers as to how to avoid failing with your CRM implementation.