Customer Relationship Management

MKTG 1024: Customer Relationship Management
Group Mini-Assignment 1 & 2
Fall 2022
The purpose of this assignment is to further your understanding of segmentation, the factors
that go into segmentation, and how segmentation can be leveraged to provide personalized,
relevant, information to our customers.
Each group has been provided company specific order history for 10 customers. Utilizing this
order history, your own research, and information on the companies website you will do the
following exercise:
1. Identify 4 customer groups based off of relevant segmentation criteria. Provide 2-3
pieces of evidence from order history, your own research, and information on the
companies website as to why these customer groups are valid.
a. The segmentation factors that you should focus on are:
i. Demographic
ii. Geographic
iii. Psychographic
iv. Technographic
v. Behavioral
vi. Need-based
2. Once these groups are identified, use your understanding of marketing automation flows
to design a flow for each of the 4 groups. Each of the 4 flows should be each targeting a
different part of the customer life cycle. Explain your rational for these flows, why do
you think these flows are the most impactful for your customer groups?
a. Customer Life Cycle
b. Here are some examples of customer flows that you can use as starting points:
i. New Customer Onboarding/ Introduction Flows
ii. Abandoned Cart
iii. Browse Abandonment
iv. Promotion
v. Re-Engagement Flow
vi. Post Purchase Thank You
vii. Product Review Incentive or Request
viii. Cross Sell and Up Sell Flows
ix. Back In Stock Flow
x. Birthday or Anniversary Automations
3. Once you have completed your 4 flows, select two of them, and provide a draft of the
content that you would be sending out to your customers. Provide rational for why you
chose these methods of communication. If it is an SMS message, provide a draft of
the text. If it is an email, provide a draft of an email. These communications should have
a clear purpose and have a clear call to action – a request for your customers to act!
4. Finally, I would like you to formalize the work we did in class last week and describe the
following elements of the Sales Cycle as it pertains to your company.
a. What are the qualification criteria that your company looks for?
i. Remember that we discussed BANT – Budget, Authority, Need, and
Timeline in class – do all of these factors apply for your company?
b. What does an opportunity look like for your company and what stages does your
company go through to close opportunities?
i. Remember that we discussed the following phases in class. Which of
these apply and do not apply to your company?
1. Prospecting (or Qualifying).
2. Discovery (or Needs Analysis).
3. Customer Evaluating (or Proposal).
4. Closing (or Negotiation).
5. Closed Won.
6. Closed Lost.
You examples and explanations should be thoughtful and well reasoned.
Each individual assignment will be graded on a simple three tier scale:
– Exceeds Expectations – 10 points and a bonus 2 point for 12 points.
– Meets Expectations – 10 points.
– Below Expectations – 0 points.
– Assignments that are not submitted will receive a grade of 0 with no opportunity to
resubmit.
If your grade is below expectations, you have the opportunity to resubmit your assignment the
following week. Resubmitted grades will be your final grade for this assignment.