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3rd Nordic Marketing Conference, Workshop Report

3rd Nordic Marketing Conference, Workshop Report. Workshop 2 Customer Relation Management Segmentation Customer Data Base. Susanne Hellman-Ketola SF Mikael Pedersen DSt Anne Nuka StatEst Daina Gulbe StatLat Audronë Miskiniene StatLit Camilla Torp SSB. Martin Lagerström SCB

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3rd Nordic Marketing Conference, Workshop Report

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  1. 3rd Nordic Marketing Conference, Workshop Report • Workshop 2 • Customer Relation Management • Segmentation • Customer Data Base

  2. Susanne Hellman-Ketola SF Mikael Pedersen DSt Anne Nuka StatEst Daina Gulbe StatLat Audronë Miskiniene StatLit Camilla Torp SSB Martin Lagerström SCB Agneta Sträng-Abrahamsson SCB Christina Thörne SCB Petteri Baer SF Minna Purja SF [Heli Haapkylä SF] Participants of the workshop

  3. Main Topics Discussed • Customer segmentation • Identification of customer groups and segmentation criteria • The working group participants agreed that segmentation according to user needs is the most important segmentation criteria. • Other criteria in use in the different CSOs were e.g. reputation, respondents, reference value, product development and duration of customer relationship

  4. Main Topics Discussed • Customer Data Base • All CSOs have some kind of customer data base, but most are not satisfied with data bases current state of contents and usability • Most of the CSOs have development project on-going or about to start • Obstacles mentioned were lack of top management support, lack of a common way of thinking about CRM within the organisation, uniform practices in usage and accumulating data in the data base

  5. Other Topics Discussed • Short presentations had been written about Customer Segmentation (Latvia/Daina Gulbe, Estonia/Anne Nuka and Lithuania/Audrone Miskiniene), Customer Data Base (Finland/Minna Purja), Customised Service Concepts (Heli Haapkylä) and Measuring Results in CRM (Finland), all available on the web site of the Conference

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