Customer Analysis & Relationship Building = Sales/Revenue
Timeline
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February 15, 2023Experience start
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February 16, 2023Project Launch – approx.30 mins.
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March 9, 2023Project Action Plan – approx.1.5 hrs.
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March 30, 2023Q&A - approx. 30 mins.
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April 6, 2023Final Presentations (2 dates) – approx.45 mins. per class (Your attendance is optional)
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April 6, 2023Experience end
Timeline
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February 15, 2023Experience start
-
February 16, 2023Project Launch – approx.30 mins.
What: You introduce the company, provide insights, specific project expectations etc.
Why Important: Students see/hear from you directly; students learn ‘insider’ company information
Format: In person/online. Historically, some presenters have used slides; others have not (both have worked well). -
March 9, 2023Project Action Plan – approx.1.5 hrs.
What: Student teams present a slide presentation of learnings (to date) and intended direction; you provide feedback
Why Important: You see/hear student ideas/direction; your feedback reinforces student work or helps students course-correct (if necessary). -
March 30, 2023Q&A - approx. 30 mins.
What: Prior to this session teams submit TWO (2) questions to instructor, instructor compiles and sends to you. DURING the Q&A session, you answer the pre-submitted questions
Why Important: Action Plan follow-up; helps deepen student knowledge; clarifies direction, answers outstanding questions. -
April 6, 2023Final Presentations (2 dates) – approx.45 mins. per class (Your attendance is optional)
What: Students present; split over two classes. Presentation is a condensed (audio-visual) version of the final report
Why Important: Provides context, prior to reading the final reports. -
April 6, 2023Experience end
Experience scope
Categories
Customer segmentation Marketing analytics Data analysis Market research Marketing strategySkills
customer relationship management marketing strategy data mining research segmentation analysisHow well do you know your customers? Are you targeting the RIGHT customers? Do you waste resources on low-value or unprofitable customers? Here’s how our students can help, by: analyzing your customer data/database(s); extrapolating your three best customer segment opportunities; creating three unique customer profiles / ‘relationship policies’; and, developing targeted, segment-specific promotional strategies. Based on your organization’s individual needs, this outline can be adapted.
Learners
Per team (usually 5-6 teams)
- Presentation [10 mins./team] – depending on your availability (and Covid), either in-class or by on-line video conference
- Final report [approximately 6 pages] - including the aforementioned sections, supported by visuals, grids, graphics, charts etc.
Project timeline
-
February 15, 2023Experience start
-
February 16, 2023Project Launch – approx.30 mins.
-
March 9, 2023Project Action Plan – approx.1.5 hrs.
-
March 30, 2023Q&A - approx. 30 mins.
-
April 6, 2023Final Presentations (2 dates) – approx.45 mins. per class (Your attendance is optional)
-
April 6, 2023Experience end
Timeline
-
February 15, 2023Experience start
-
February 16, 2023Project Launch – approx.30 mins.
What: You introduce the company, provide insights, specific project expectations etc.
Why Important: Students see/hear from you directly; students learn ‘insider’ company information
Format: In person/online. Historically, some presenters have used slides; others have not (both have worked well). -
March 9, 2023Project Action Plan – approx.1.5 hrs.
What: Student teams present a slide presentation of learnings (to date) and intended direction; you provide feedback
Why Important: You see/hear student ideas/direction; your feedback reinforces student work or helps students course-correct (if necessary). -
March 30, 2023Q&A - approx. 30 mins.
What: Prior to this session teams submit TWO (2) questions to instructor, instructor compiles and sends to you. DURING the Q&A session, you answer the pre-submitted questions
Why Important: Action Plan follow-up; helps deepen student knowledge; clarifies direction, answers outstanding questions. -
April 6, 2023Final Presentations (2 dates) – approx.45 mins. per class (Your attendance is optional)
What: Students present; split over two classes. Presentation is a condensed (audio-visual) version of the final report
Why Important: Provides context, prior to reading the final reports. -
April 6, 2023Experience end
Project Examples
Requirements
Based on previous experience, to ensure the best results for you and the students, this project needs to be supported by two important elements: good data and collaboration. You providing robust data forms the basis of student analysis and future recommendations; your participation and involvement leads to better outcomes and useful results.
Data presents itself in a variety of formats. Here are some historical examples -- by no means prescriptive or exhaustive -- that have proven useful: customer data (segment analysis, purchase behaviour); product data (description, SWOT analysis, sales/marketing, pricing); industry/market data (general environment, competitive analysis, market research); CRM data (if you have it – corporate or account information; lead source, score or status etc.).
Students can sign a standard non-disclosure agreement (NDA), if desired, prior to the project launch to support data privacy.
The final report will include:
- Overview - a brief overview of your industry, followed by an executive summary of key findings.
- Data mining - an analysis of your data sets, including a deep understanding of your current situation which could include: customers types, sales, distribution channels, marketing/media channels, a compare/contrast summary of figures year-over-year by sales numbers, accounts, regions etc. – all dependent on types of data provided.
- Segmentation - the identification/justification of your company’s THREE (3) best customer segment opportunities
- Persona - THREE (3) personas, each representing the goals and behaviours of the above hypothesized segment groups – with a goal to understanding each segment on three levels, as: Buyers, Users, People.
- Relationship Policy - THREE (3) business-customer relationship policies that articulate (per segment) a unique value proposition, customization, pricing and preferred communication channels.
- Promotional Campaign – THREE (3) high level promotional campaigns – ie: the translation of each relationship policy into sales.
- Summary – a brief synopsis; final insights and conclusions.
Additional company criteria
Companies must answer the following questions to submit a match request to this experience:
Be available to connect (via phone or Zoom) with the instructor to initiate the relationship and confirm the scope and expectations are an appropriate fit for the course.
Provide a dedicated contact who is available to answer periodic emails or phone calls over the duration of the project to address student questions.
The project’s success is dependent upon robust data and good collaboration: 1. Provide company data, ideally 3-5 yrs. (to allow for compare/contrast, year-over-year); provide access to that data, as data mining/analysis will form the basis of team strategies. Also, be involved -- client participation is appreciated.
Timeline
-
February 15, 2023Experience start
-
February 16, 2023Project Launch – approx.30 mins.
-
March 9, 2023Project Action Plan – approx.1.5 hrs.
-
March 30, 2023Q&A - approx. 30 mins.
-
April 6, 2023Final Presentations (2 dates) – approx.45 mins. per class (Your attendance is optional)
-
April 6, 2023Experience end
Timeline
-
February 15, 2023Experience start
-
February 16, 2023Project Launch – approx.30 mins.
What: You introduce the company, provide insights, specific project expectations etc.
Why Important: Students see/hear from you directly; students learn ‘insider’ company information
Format: In person/online. Historically, some presenters have used slides; others have not (both have worked well). -
March 9, 2023Project Action Plan – approx.1.5 hrs.
What: Student teams present a slide presentation of learnings (to date) and intended direction; you provide feedback
Why Important: You see/hear student ideas/direction; your feedback reinforces student work or helps students course-correct (if necessary). -
March 30, 2023Q&A - approx. 30 mins.
What: Prior to this session teams submit TWO (2) questions to instructor, instructor compiles and sends to you. DURING the Q&A session, you answer the pre-submitted questions
Why Important: Action Plan follow-up; helps deepen student knowledge; clarifies direction, answers outstanding questions. -
April 6, 2023Final Presentations (2 dates) – approx.45 mins. per class (Your attendance is optional)
What: Students present; split over two classes. Presentation is a condensed (audio-visual) version of the final report
Why Important: Provides context, prior to reading the final reports. -
April 6, 2023Experience end