Think quick: to drive customer retention, should you focus on a deeper understanding of your customer segmentation or take action with the data that you already have?
If you said segment your customer data base with greater accuracy, you probably picked the wrong answer. According to research by Aberdeen Group (“How the Best in class use customer data to boost retention revenue in 2010”) best in class organizations focus on “doing” more than they do on analyzing. This certainly has the ring of truth based on my experience. [Read more…]