3rd 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 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]

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