Customer Management is not the right phrase to use

In recent years many organisations have embraced the concept of building their organisations around customers (customer centricity to use the buzzword phrase). At the same time they have created roles which contain the words customer and management. The implication here is that customers somehow need to be shepherded or corraled along the right paths or courses of action.

Customers need to be treated and understood as people

We use the phrase customer management because more people will look for help using these words than using any other phrase or expression. We don’t believe in customer management. We do believe in doing the following things:

Customer segmentation

You can group your customers together. It is an efficient and effective way of communicating with lots of people. We believe in customer segmentation but only as one tool in thinking about your customers as people.
Contribution diagram
Customer profitability analysis
Behavioural event critical incident analysis
Customer strategies - your activity checklist
For an effective customer community you need to meet at least xx of the following criteria
Continuous involved relationship with customers
High brand equity for both existing and aspirational customers
Large customer numbers