Customer Integration
Is shopping in a pharmacy an example of high or low customer integration?
Low customer integration
How many people does a segment of one target?
1
Should all companies target lower or higher customer integration and why?
No, in some industries customer integration is not reasonable
What happens to the resale value of a highly personalized item?
It decreases
Is higher customer integration only characterized by a high degree of interaction and a high activity level of customers?
Yes
Please explain trigger-based personalization!
A single action taken by a user or an explicitly stated preference leads to a specific offering
Please name an industry where customer integration is not reasonable and why. 100 extra points if you name three companies of this industry!
Public utilities (i.e. water supply, oil and gas)
What is a possible mistake a company can make during the implementation of a personalized marketing strategy?
i.e. identifying the wrong customers, bad segmentation, bad interaction with customers
Please name the dimensions of the customer integration matrix introduced by us and position a hairdresser in it!
Activity level of customer and degree of interaction
Hair dresser = low AL and high DoI
Please name the three elements of personalization. If you also manage to name the three aspects of each element, you get 100 extra points!
1. The right customer (purchase, usage, segment)
2. The right experience (offer, incentive, message)
3. Flawless execution (channel, time, location)