This document outlines how analyzing customer data can help businesses improve relationships and increase sales. It recommends capturing customer feedback, perceptions, experiences, behaviors, and information to analyze trends. Businesses should then segment customers and tailor marketing, services, and products. The goal is to increase positive word of mouth, build loyalty, target inactive customers, and engage customers to ultimately increase sales.

1. Helping you
understand your
customers
Improve customer relationships
and increase sales
Utilise
Analyse
Capture
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2. WHY? Increase Build Increase Target Segment
positive WOM relationships loyalty marketing customers
= INCREASE SALES
Direct
WHAT? Perceptions Experiences Behaviour Information &
In-Direct
WHO? New Existing Inactive
Customers Customers Customers
HOW? Feedback Sales Activity Online &
Forms Observation email
Face to Face surveys
Focus Groups
Telephone
Utilise
Analyse
CAPTURE Capture
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3. Explore trends in behaviours and perceptions
> Identify drivers to satisfaction with aspects
of your service or products
Analyse and segment
your customer data
Utilise
Analyse
ANALYSE Capture
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4. TARGET MARKETING
TAILOR SERVICES AND PRODUCTS
Segment Segment
1 2 Socio-demographics
What they buy?
Segment 3
How often they buy? What makes your customers
Why they buy? happy & unhappy?
Drivers to satisfaction = do more of
Drivers to dissatisfaction = do less of
REFRESH INACTIVE CUSTOMERS
Identify why inactive customers are
not returning. What makes your advocates happy?
Do more of! Create more advocates -
get more recommendations – increase
positive WOM
ENGAGE YOUR CUSTOMERS
Personalise and reward loyalty…
Can you offer your customers a gift
on their birthday? Collecting personal Utilise
information is to their benefit!
Analyse
UTILISE Capture
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5. WWW.CHERRYCUBE.CO.UK
INFO@CHERRYCUBE.CO.UK
01482 351103
Kingston House, Priory Park, Hessle, HU13 9PB
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