As a result of analysing its customer base several times a year, US West Inc. (Now merged with Qwest), a diversified US communications company, was able to identify unprofitable customers and those who had the potential to become profitable. By examining customer behaviours and profiles US West could also estimate potential spending, what share of total spending it was capturing, and what market resources were to be allocated to invest in the customer....
BPIR Categories4.1.1 Identify market segments & target customers
1.2.5 Predict customer purchasing behaviour
4.1.4 Develop & implement marketing strategy