Challenge
Velox Partners was asked to create a 360° view of customer information, affect financial results while improving omnichannel analytical capabilities with customer segmentation and next best product modelling of the Global Home Appliances Manufacturer.
Approach
- A data dictionary that contains several general customer profiles has been developed.
- Value, Behavior, Transactional data (Purchase, service, call service, etc.), Needs and Next Best Offer (NBO) have been considered in data dictionary formulation.
- Active, inactive and potential customer clusters based on evaluating the existing customers data (e.g. demographic info, channel usage, product usage/ownership, etc.) have been identified.
- Usage cycle/ type analysis have been conducted to identify repeat customers’ purchase behaviors and product selections.
- Sales strategies to create sales opportunities based on NBP model results have been defined.
Impact
- Common understanding of business priorities across departments has been developed.
- Integrated and aligned sales, service and operations from customers view has been established.
- Value proposition and campaigns and marketing communications per macro & micro customer segment have been defined and implemented.