Question

Topic: Customer Behavior

Real-world B2b Customer Segmentation Strategy/plan

Posted by alayne on 9/1/2009 at 3:59 PM ET 300 Points
We are implementing a "customer care" program(looking for a good title too - suggestions welcome) where we segment our customers & establish a strategy to treat them differently according to their rank (A, B, C, D). Specifically I am looking for real-world examples of what special perks/privileges companies provide for A, B, etc. customers in a B2B environment. For example, I am going to send them different kind of holiday gifts/cards, but I am hoping to get other ideas. Thanks!
To continue reading this question and the solution, sign up ... it's free!
SUBSCRIBE
Or, SIGN IN

RESPONSES

  • Posted by Frank Hurtte on 9/1/2009 at 4:19 PM Accepted
    I have helped a number of companies work out this type of plan. Here is a short list:
    Minimum Billing Amounts
    Freight and Handling Charges
    Access to customer service
    Access to technical support
    Order Processing Time
    No wait phone number
    Type of packing materials used

    All of these are rapidly becoming standards in the wholesale distribution industry and other b2b organizations.
  • Posted by alayne on 9/1/2009 at 4:40 PM Author
    thanks, Frank. I am in the software business, FYI. some of your ideas I can change a bit for our environment, but they make a lot of sense for wholesale distribution. Here is my list so far, but I am definitely looking for different ideas:

    • Note/sticker on invoices
    • Give them the direct line / cell phone # of president
    • Christmas / holiday gifts – gift basket, signed card with a personal note from president, electronic card
    • Personal visits
    • Personal calls
    • Pick up travel cost of 1 person from each A company to attend user conf
    • Invitations to special holiday / celebration events in a region
    • Invitations to VIP customer events (cocktail reception / dinner) at user conf or large trade shows
    • Special discounts at certain times of year
    • Complimentary / priced-differently “maintenance check / system audit”
    • Notify A/B customers of new products via special letter / promotion before the public is aware
    • Nominate A customers to be “brand evangelist” on customer forum, lead user group, online community, etc.
    • Give them super user t-shirts
  • Posted by Jay Hamilton-Roth on 9/2/2009 at 8:51 AM Accepted
    Invitation to focus groups
    Invitation for alpha/beta testing
    Expedited bug fixing/customer service
    Advanced user training
  • Posted by telemoxie on 9/2/2009 at 12:15 PM Accepted
    I spent about five years in software marketing, and it sounds like you have a lot of good ideas there. But be careful not to go overboard. If you are overly thankful to your major customers, if you make them feel a bit too unique and a bit too special, you may stimulate a bit of buyer's remorse.

    As a product marketing manager, I used to spend a bit more time one-on-one with our power users and major customers, trying to understand how they used the software products and asking them for suggestions for new features.
  • Posted by alayne on 9/2/2009 at 6:10 PM Author
    thanks everyone. I agree about not going overboard... not only do I not want to make the A customers feel "too special" (as though we are desperate for customers), but also I want to make sure we have the adequate staff/resources to follow through with the program we create. our next meeting to review the strategy & action plan is 9/16. I look forward to bringing your suggestions to the table! thanks!!
  • Posted by Frank Hurtte on 9/2/2009 at 9:31 PM Member
    Alayne,
    Just another couple of quick ideas...
    I have worked with software companies who differentied "A Customers" using a few of these areas:
    1) A special line for questions and support (nothing makes a person feel good like being able to say, they gave me a special number so I dont have to hold.
    2) Sandbox days - days set up for top customers to come in and "play" with any of your software. Newly developed, old, or whatever.
    3) Access to the issues data base. Dangerous, but powerful

    I really like your idea of providing the cell phone of the president... What a great way to make certain your weekend support is top notch.
  • Posted by alayne on 9/2/2009 at 9:44 PM Author
    Cool - thanks! And Frank, when I mentioned that idea to my boss, he joked that he wants to provide MY cell phone instead! LOL!
BACK TO TOP

Post a Comment

Related Discussions

Community Info

Top 25 Experts
(Customer Behavior)