Customer Analysis & Relationship Plan
Timeline
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October 3, 2019Experience start
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October 11, 2019Project Scope Meeting
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October 25, 2019Midway Check In
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November 30, 2019Experience end
Timeline
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October 3, 2019Experience start
-
October 11, 2019Project Scope Meeting
Meeting between company and students to confirm: project scope, communication styles, and important dates. Classroom discussion is preferred as you will have multiple teams working on your project.
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October 25, 2019Midway Check In
Student presentation to class [organization is welcome to join] to ensure that progress is on track.
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November 30, 2019Experience end
Experience scope
Categories
Marketing strategySkills
strategic communications customer segmentation customer relationship management data miningHow well do you know your customers? Are you targeting the RIGHT customers? Don’t waste resources on low-value or unprofitable customers. Here’s how our students can help, by: analyzing your database(s); extrapolating your three best customer segment opportunities; creating customer profiles /relationship policies for each; and, developing targeted, segment-specific promotional strategies. Based on your organization’s individual needs, this outline can be adapted.
Students
- In-class Presentation [10 minutes]
- Report [6 pages], including exec.summary, overview and recommendations
Project timeline
-
October 3, 2019Experience start
-
October 11, 2019Project Scope Meeting
-
October 25, 2019Midway Check In
-
November 30, 2019Experience end
Timeline
-
October 3, 2019Experience start
-
October 11, 2019Project Scope Meeting
Meeting between company and students to confirm: project scope, communication styles, and important dates. Classroom discussion is preferred as you will have multiple teams working on your project.
-
October 25, 2019Midway Check In
Student presentation to class [organization is welcome to join] to ensure that progress is on track.
-
November 30, 2019Experience end
Project Examples
Requirements
The final report will include:
- Overview - prepare a brief overview of your industry in BC, followed by an executive summary of key findings.
- Data mining - analyze your data sets to provide a deep understanding of your current situation [sales, customer types, distribution channels, marketing/media channels etc.], and compare/contrast figures year-over-year, by sales numbers, accounts, regions and more – dependent on data type.
- Segmentation - identify THREE (3) unique customer segment groups.
- Persona - per segment, create a persona that represents the goals and behaviours of each hypothesized group of users. To develop an intensive relationship with each segment, we need to deeply understand each.
- Relationship Policy/Service Concept - per segment, define the ideal relationship [incl. the value proposition, unique customization, pricing and preferred communication channels].
- Promotional Campaign - develop three high level promotional campaigns; translate each relationship into sales.
- Summary – brief synopsis; final insights and conclusions.
Additional company criteria
Companies must answer the following questions to submit a match request to this experience:
Additional company criteria
Companies must answer the following questions to submit a match request to this experience:
Timeline
-
October 3, 2019Experience start
-
October 11, 2019Project Scope Meeting
-
October 25, 2019Midway Check In
-
November 30, 2019Experience end
Timeline
-
October 3, 2019Experience start
-
October 11, 2019Project Scope Meeting
Meeting between company and students to confirm: project scope, communication styles, and important dates. Classroom discussion is preferred as you will have multiple teams working on your project.
-
October 25, 2019Midway Check In
Student presentation to class [organization is welcome to join] to ensure that progress is on track.
-
November 30, 2019Experience end