The client needed a better understanding of its customer needs and lacked reliable customer profile data, making it impossible to create services that deliver value and market effectively to them.
Solution
We launched an extensive research initiative that included a customer segmentation study, a benchmarking and best practices study, and a marketing organizational design study.
Results
The client was able to rework and update its customer data. This allowed them to develop offerings and marketing campaigns targeting the most profitable customer segments with highly attractive offers. The Marketing organization was also realigned to better support customer segments, which resulted in more effective and efficient marketing.
