DOWN Customer Consulting Group, LLC
953 Fillmore Street
Analysis, Strategy, Execution
Case Study - Customer Segmentation and Strategy Development
Global company engaged in the production, publishing and distribution of interactive media products, primarily video
games; ranks in the top five in terms of video game market share in the United States and Europe with ~$1B in annual revenue.
Challenges included a customer strategy that was not aligned with changes in the industry, no formal and data driven
customer segmentation model, and a large quantity but low quality of customer data which resided in unconnected silos.
© 2010 DOWN Customer Consulting Group, LLC. All Rights Reserved.
Developed a behavior-based customer segmentation model based on existing but disparate customer, product, and service data
the organizationís customer relationship management technologies, data feeds and technical plans
Developed a CRM Marketing Roadmap
outlining the development of future customer-centric organizational capabilities
Estimated financial benefit of ~$18M
Ensured that marketing programs and customer efforts are based on a unified understanding of a
finite set of customer profiles
Provided a basis from which to build customized interactions for each customer segment
business and technical capabilities needed in order to develop meaningful customer relationships
Illustrated a sequential, multi-phase
schedule in order to implement and deploy the new business capabilities in logical and paced manner