HOW TO IDENTIFY CUSTOMERS

HOW TO IDENTIFY CUSTOMERS Essay example
Undergraduate
Essay
Marketing
Pages 5 (1255 words)
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Customer identification process is thus important in ensuring proper management of a business, and in considering customers to be at the center of all operations in the business. The stage in identifying customers will facilitate a holistic approach towards management of customer information. …

Introduction

Customers are central to the operations of any business. Identifying, targeting, and satisfying customers are the main principles behind business operations. This makes it important for any business to have an elaborate record that clearly indicates the customers of such a company at different levels depending on activity, geographical location, and persistence, volume of goods purchased, among other different criteria that may be used to group, rank, and classify customers. This would make it easy for a business to identify their potential customers and treat them according to their loyalty to the business. Below is a design structure that can be used in identifying and classifying customers in any business for better decision making as outlined by Peppers & Rogers (2011).
Define
The definition stage will involve the identity of the customers. In this stage the customers’ full names, phone numbers, emails, physical location, and distance from the business have to be recorded. Chverton (2002) asserts the importance of setting objectives in such key account management. The objective in the dry-cleaning business is to critically define the identity of the customer, which would help in understanding the geographic location of the main customers, and facilitate easy contact with such customers when need be.This stage involves the method to be used in collecting the customer details. Customer data will be collected from receipt books issued from the business, customer’s business cards, websites, and forms issued to all customers to fill their details after any transaction, emails, and calling the customer over the phone to inquire about such details. ...
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