3 rd Nordic Marketing Conference Workshop Report

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

Participants of the workshop • Susanne Hellman. Ketola SF • Mikael Pedersen DSt • Anne Nuka Stat. Est • Daina Gulbe Stat. Lat • Audronë Miskiniene Stat. Lit • Camilla Torp SSB • Martin Lagerström SCB • Agneta Sträng. Abrahamsson SCB • Christina Thörne SCB • Petteri Baer SF • Minna Purja SF • [Heli Haapkylä SF]

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

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

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