In an environment which offers customers an ever increasing choice of products, variants and channels through which to purchase them, there is an increasing risk of confusion and multiplication of cost.
By analysing which offers have most effectively been sold to certain customer types, whether they be permanent features or promotional offers, efficiencies can be achieved in securing, retaining and maximising the value of sales. By isolating the effect of the offer, a clear cost / benefit appreciation can be gained, based on the incremental sales provide by the offer compared to the cost of delivering it to all those who received it.
Customers typically use a number of channels through which they buy or require ongoing service or communication. By understanding which customers are which, and how their choices might vary for different products or service issues ensures both cost efficiencies and effective customer contact.
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