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	A wide array of elements affects this all-important customer connection. How well your business proposition resonates with your customer will be determined by the degree to which you are able to align these elements with that particular customer (or more correctly, that customer segment). Find the right mix and you get Customer Resonance. Then and only then will your customer be ready to do business with you. Getting this to happen requires more than impressive creative. Your customer universe is made up of a number of segments — each with its own preferences, “hot buttons” and sales potential. A successful marketing effort will assess the relative potential of each of these segments and optimize messaging for the key ones. It’s usually impractical to communicate with every segment individually. However, it is possible to use your existing customer data to develop a strategy which will allow you to target your customer communications — and significantly improve the results. The first step in the process is to produce a bona fide customer segmentation. This is accomplished using a variety of data modeling techniques. Once the segmentation scheme has been established we can prioritize each segment based upon its ‘target-ability’ and sales potential. We’ll also have strong demographic and behavioral ‘pictures’ of these important segments. This provides the creative team with important direction and leads to a far more effective and resonant communications strategy. This process tends to be quite 'eye opening' for many organizations. The real customer profiles are often quite different than what was expected. Customer Resonance is far more than ‘making nice’ with your customers. Nearly every product or service can be acquired from any number of sources. Why then do customers show different purchasing preferences? Clearly, your customers identify more strongly with your organization than those of your competitors. Identifying the factors behind that connection and learning how to employ them in your sales and marketing efforts is the key to developing Customer Resonance and that all-important competitive edge. <back>

A wide array of elements affects this all-important customer connection. How well your business proposition resonates with your customer will be determined by the degree to which you are able to align these elements with that particular customer (or more correctly, that customer segment). Find the right mix and you get Customer Resonance. Then and only then will your customer be ready to do business with you.

Getting this to happen requires more than impressive creative. Your customer universe is made up of a number of segments — each with its own preferences, “hot buttons” and sales potential. A successful marketing effort will assess the relative potential of each of these segments and optimize messaging for the key ones. It’s usually impractical to communicate with every segment individually. However, it is possible to use your existing customer data to develop a strategy which will allow you to target your customer communications — and significantly improve the results.

The first step in the process is to produce a bona fide customer segmentation. This is accomplished using a variety of data modeling techniques. Once the segmentation scheme has been established we can prioritize each segment based upon its ‘target-ability’ and sales potential. We’ll also have strong demographic and behavioral ‘pictures’ of these important segments. This provides the creative team with important direction and leads to a far more effective and resonant communications strategy. This process tends to be quite 'eye opening' for many organizations. The real customer profiles are often quite different than what was expected.

Customer Resonance is far more than ‘making nice’ with your customers. Nearly every product or service can be acquired from any number of sources. Why then do customers show different purchasing preferences? Clearly, your customers identify more strongly with your organization than those of your competitors. Identifying the factors behind that connection and learning how to employ them in your sales and marketing efforts is the key to developing Customer Resonance and that all-important competitive edge.

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