Transcript 3rd Nordic Marketing Conference, Workshop Report

3rd Nordic Marketing
Conference, Workshop Report
• Workshop 2
• Customer Relation
Management
• Segmentation
• Customer Data Base
Participants of the workshop
• Susanne HellmanKetola SF
• Mikael Pedersen DSt
• Anne Nuka StatEst
• Daina Gulbe StatLat
• Audronë Miskiniene
StatLit
• Camilla Torp SSB
• Martin Lagerström
SCB
• Agneta SträngAbrahamsson 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