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Customer Analysis & Relationship Plan

MARK4360
Closed
Douglas College
Douglas College
New Westminster, British Columbia, Canada
Brita Cloghesy-Devereux
Brita Cloghesy-Devereux
Faculty - Marketing
(2)
5
Timeline
  • October 7, 2020
    Experience start
  • October 8, 2020
    Project Scope Meeting
  • October 22, 2020
    Midway Check In
  • November 26, 2020
    Experience end
Experience
1/1 project matches
Dates set by experience
Preferred companies
Anywhere
Any
Any industries

Experience scope

Categories
Marketing strategy
Skills
customer relationship management data mining segmentation analysis marketing strategy
Learner goals and capabilities

How 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 database(s); extrapolating your three best customer segment opportunities; creating customer profiles / 'relationship policies' for each; and, developing targeted, segment-specific promotional strategies. Based on your organization’s individual needs, this outline can be adapted.

Learners

Learners
Undergraduate
Any level
35 learners
Project
25 hours per learner
Learners self-assign
Teams of 5
Expected outcomes and deliverables
  • In-class/on-line Presentation [10 minutes]
  • Report [6 pages], including exec.summary, overview and recommendations
Project timeline
  • October 7, 2020
    Experience start
  • October 8, 2020
    Project Scope Meeting
  • October 22, 2020
    Midway Check In
  • November 26, 2020
    Experience end

Project Examples

Requirements

The final report will include:

  1. Overview - a brief overview of your industry in BC, followed by an executive summary of key findings.
  2. Data mining - an analysis of your data sets, including a deep understanding of your current situation [sales, customer types, distribution channels, marketing/media channels etc.], and a compare/contrast summary of figures year-over-year, by sales numbers, accounts, regions and more – dependent on data type.
  3. Segmentation - the identification of THREE (3) unique customer segment groups.
  4. Persona - the creation of THREE (3) personas, each representing the goals and behaviours of the hypothesized group [objective: to deeply understand each segment on three levels, as Buyers, Users and People].
  5. Relationship Policy - the creation of THREE (3) business-customer 'relationship policies', each containing a segment-specific value proposition, customization, pricing and preferred communication channels.
  6. Promotional Campaign - THREE (3) high-level promotional campaigns; the translation of each relationship policy into sales.
  7. 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:

This partnership's success is contingent upon: 1) a reasonably robust company database [at least 3-5 yrs. worth of data, to compare/contrast figures year-over-year], and; 2) access to that data. Data mining/analysis will inform each student group's strategy. Note from the instructor: my professional career has been in the banking industry - I understand the importance of data integrity and privacy. Students will be required to sign a non-disclosure statement prior to access/working on this project.

Provide a dedicated contact who is available to answer periodic emails or phone calls over the duration of the project to address students' questions.

Be available for a phone call with the instructor to initiate your relationship and confirm your scope/expectations are an appropriate fit for the course.