Customer Segmentation Needn’t Create Poor Customer Service

A popular way to segment customers is by revenue or profit generated, with “A-list” customers receiving more perks and personal service than “lower” categories. There are right and wrong ways to do this.

Doing it right means cultivating customers so they all feel appreciated, by developing or improving products to meet each customer segments’ needs. Result: pleased customers and higher profit.

Doing it wrong creates risk of sub-standard service for “unimportant” customers, making them feel unappreciated and resentful. Result: missed profit opportunities and disgruntled customers.

Brand Image

When deciding how to service each customer segment, remember that every point of contact with a customer reflects on the brand, regardless of customer “importance.” Over time, this has an impact on brand image and company reputation.

With the Internet so prevalent today, each individual has more power to voice his/her opinion than in times past, which directly impacts brand image and goodwill associated with the name. Each mistreated customer has the means to tell the world of her/his experience on Web sites that allow reviews (such as bizrate.com and Amazon.com) and online discussion forums.

An Example of Bad Service From the Customer Viewpoint

The way each of my credit card issuers treats me is a prime example. I always pay my bill in full (often early) and belong to the “cash back” rebate programs, so I imagine I’m in a similar customer segment for each and would expect to be treated similarly by these three competitors.

Not the case. Two of the companies make me feel like a valued customer. The third made me feel so unappreciated I closed the account. How the three companies handle “suspicious” activity on my account demonstrates the varying degrees of service:

– Discover card has a fraud specialist (or customer service representative) call me in person to ask that I review recent transactions with her/him.

– Citibank’s computer calls me with an alert, asking that I call a number or go online to verify transactions through a computerized process.

– Advanta locks the account and sends a letter informing me they have done so. In my experience, the letter arrived a week after the incident and I was not notified by telephone (I called them when the “offending” vendor notified me of the decline). I asked customer service to allow future charges from that vendor, but they could not do so. Presumably, this meant an account freeze each time my authorized vendor attempted to process a legitimate charge.

All three of my card companies require that I take some sort of action to verify suspicious charges, which is to be expected. The approach, however, leaves a very different impression. Citibank and Discover both apologize for the inconvenience of transaction verifications and — while I have to go through an extra step with Citibank — both fall within my subjective definition of quality customer service. Advanta, however, does not apologize for the hardships of declined transactions and a frozen account.

To be fair, I do not know that my negative experience would have been handled differently if I were in a more profitably customer segment. It could have been result of badly trained customer service representatives, or perhaps this is standard procedure on all accounts.

Tips for Segmenting Customers Without Sacrificing Service

Customer segmentation is a good thing. It helps you recognize how customers are different and it should draw your attention to needs of different segments, prompting you to better meet those needs. Some ideas on successful segmentation:

– Segment by need rather than profit or revenue. A low-profit customer today could be high-profit tomorrow if you offer products and services that fill her/his needs.

– Look for ways some customer segments can effectively be more “self-service,” which cuts costs for the company while meeting customer service needs.

– Build in ways to create exceptions in automated customer service processes, so as not to alienate those with special situations (in my example, by allowing a way to preauthorize account activity).

– If offering promotions, rewards, or other incentives to some segments but not others, “spell it out” for customer service representatives and structure your Web site and promotional mailings accordingly. By taking steps to assure customers receive consistent information across all channels of communication, you avoid customers being exposed to offers for which they do not qualify.

Why We Prefer Customized Solution Than Readymade Software Solutions

There are lots of business ventures in the world has different needs based on their industry. Many of users confuse about the decision of which one is better readymade software solution or custom software solution. Readymade solutions are difficult to use and many of additional features that you will never use. Custom made software solutions are especially create for your business needs not for the targeted for groups of company.

Custom software application developments increase the popularity due to its flexibility, scalability, time saving and fit your business needs. Custom application development plays a crucial part to cater the specific needs of the businesses. It can produce any desired feature of application. In the current scenario custom software development play significant part for all companies.

It the cut-throat competition every entrepreneurs wants to custom made solutions for their business. Custom application development takes time but it is specially design for your business that’s why size & complexity depends on your needs. It does not provide any functionality which you don’t want. You will get the application that actually you want it, saving time and also help to your boost your business performance.

First of all web Development Company understanding the business requirements, execution of plans and follow standard development life cycle processes at each stage of the project. It is develop in the three levels like user services, business services, and data services. They will use modern technologies, sophisticated tools, and cost-effective solution based on your business requirements.

Choose the reputable software development services providers who have better capability to understand the kind of business requirement and give the high quality and perfect solution that actually wants and fits your business requirements.

Dodge Dealer Uses “trendy Technologies” To Market His Business

For New Milford residents, Jim & Jamie Williams, thinking small is a big thing. Why is small so big? This father and son team own Southworth Dodge, “The Biggest Little Dealership in Connecticut” located in scenic Kent, CT.

Jim and Jamie have a goal to give every customer the best deal on any new Dodge car and truck while providing the best personal service only a dealership this size can deliver. Jim has been quoted as saying ‘If you are willing to drive the extra distance to Kent, I will deliver any stock vehicle to your doorstep the next business day.
If we don’t have what you’re looking for, we’ll get it and it won’t cost you a penny more”.

In today’s competitive marketplace, Jim and Jamie are able to compete thanks to the help of their loyal customers throughout Connecticut, New York and Massachusetts. Their best advertising to date has been by word of mouth. Jamie told me “Our customers are always advertising for us, whether they know it or not. They tell their friends, family or co-workers about their experience with us, which is the best form of advertising we could hope for.” Customers love their low prices and great service and are always willing to tell their friends. You won’t find any full-page ads in the local papers advertising Southworth’s, those types of ads have little benefit when compared to good old-fashioned word of mouth advertising you receive from a friend. Its funny, their slogan is actually “Small ads, no gimmicks, we pass the savings to you”; which is very appropriate for this father and son team. They don’t want to participate in costly promotions, free giveaways, or gimmicks. They feel these have a negative impact on the industry and the costs are always passed on to the consumer.

The Williams attribute the ability to offer low prices to their low overhead. “Here, you deal directly with the owners. No salespeople, no sales managers, not even a finance manager; we do it all in one easy step for our customers” explained Jim. “People have always been misled to believe that bigger dealerships could give better deals. It’s actually just the opposite.” I asked Jim to elaborate. With a smile on his face, Jim explained “Think about it, at most dealerships you start with a salesperson, they report to a sales manager or in some cases an assistant sales manager, then there’s a business or finance manager. Of course the General Manager’s salary has to be paid and don’t forget the billing and title clerks. Our total overhead is most likely less than the payrolls of our competitors, when you do the math; it’s easy to figure out how we can offer the lowest prices without gimmicks.”

Jim and Jamie wanted to have fun marketing their Dodge dealership. They have done their homework and looked for low cost solutions to market Southworth Dodge in Kent Connecticut. They wanted a simple and catchy domain name and came up with “Get Me A Dodge” GetMeADodge.com. It was simple and easy to remember.

The father and son team want to treat every customer like family. They know the reason people buy from them is because of their service. It was important for them to convey this message on an affordable medium. They reached to the internet and posted their homemade video under “GetMeADodge” on “You Tube. To make it simple, they added their family commercial on GetMeADodge.com too. Jamie stated “it was a lot of fun making this commercial. A friend of ours brought over his video camera and we shot it outside by the sidewalk. Low budget and filled with “road noise” of passing traffic but fun to do, our goal is to have fun in everything we do.

Jamie shared some their latest marketing. “Nowadays with so many ads being thrown at us whether it is the newspaper, radio or television; who knows what gets peoples attention these days. We decided to have fun with Get Me A Dodge. At a recent cruise night in New Milford, bright red t-shirts could be seen advertising the message. Driving down Route 7 in Pittsfield, Up Rt. 67 in Southbury, up Rt. 202 in Northville or even Rt. 22 in Duchess County if you’re paying attention you may see bumper stickers such as “Grab Life” GetMeADodge.com, or “Hemi Power at GetMeADodge.com.” Some of them were good for a chuckle such as “Knock Knock, Who’s there? GetMeADodge.com”, “Simon says GetMeADodge.com” and my personal favorite “My Honor Student said GetMeADodge.com.”

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