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Understanding Customer Understanding Customer DifferencesDifferences

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OutlineOutline

• Views of Customers

• Strategy for dealing with Customers

• Market segmentation

• Consumer Psychology

• Consumer purchase behaviors

• Perceived Risks

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Views of customersViews of customers

• 80/20 principle

• Majority fallacy: the blind pursuit of the largest, most easily identified, or most accessible market segment

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Strategies for Dealing with Strategies for Dealing with CustomersCustomers

Unsegmented, mass marketing:

• Aggregated• Standardized offer

ing• Low cost/custome

r

Ex: paper clips

Custom Marketing:• One-to-one• Tailored offering• High

cost/customer

Ex: tailors, doctors

Market segmentation

Key: Find the right level of aggregation

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Market (customer) SegmentationMarket (customer) Segmentation

Dividing a Heterogeneous market into a number of smaller, more homogeneous subgroups.

• Not all buyers are alike.• Subgroups of people with similar behaviors or

values may be identified• Subgroups will be smaller and more

homogeneous than the market as a whole.• A marketing effort targeted at the unique needs

of small groups should be more effective.

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Typical ways to segment marketsTypical ways to segment markets

• Geographic

• Demographic: gender, income, age, education, marital status, family life cycle, ethnicity, etc.

• Lifestyles/Psychographics: activities, interests, opinion, value.

• Behavioral patterns

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Behavioral PatternsBehavioral Patterns• RFM: Recency, Frequency, Monetary value of p

urchase • Channel: catalog, mail, TV, internet, store.• Benefits sought: lowest price, best technology, g

reatest value• Services required: telephone support, in-person,

email.• Loyalty: none, some, emotionally bonded, comm

itted.• Permission granted: ask to send email, mail, or p

hone calls.

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More Customer SegmentationMore Customer Segmentation

• 創新者• 早期採用者• 早期多數者• 晚期多數者• 落後者

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Customer Analytical methodsCustomer Analytical methods

• On-line analytical processing (OLAP)

• Data mining

• Statistical techniques

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Different consideration for B2C, B2Different consideration for B2C, B2B, and VAPsB, and VAPs

• B2C: mass personalization

• B2B: Premium, Prospect, Uneconomical, and Undesirable

• Value added partnerships, VAPs:

Understanding Customers 1111CRM 吳明泉博士 2009

消費者心理學消費者心理學

追求真實感

注重個人 參與感高 獨立自主 具消費知識

欠缺 :

•時間•注意力•信任

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Consumer Decision ProcessConsumer Decision Process

1. Problem Recognition

2. Information Search

3. Evaluation of Alternatives

4. Purchase Decision

5. Post-purchase Behavior

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Perceived RisksPerceived Risks

• 財務• 產品效能• 心理• 身體• 社會• 時間

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如何降低知覺風險？如何降低知覺風險？

• 參考團體訴求• 零售商聲譽• 品牌形象• 保証