What Works

• Using the 80 percent rule to simplify customer management

• Using risk/revenue analysis to concentrate on the key 44 percent of your customers

• Capturing and using email names at every step in your customer communications programs

• Determining the possible improvements in conversion rates before you waste money on any customer management program

• Creating a simple, understandable system for putting customers into segments (such as those used by iMarket, Golden Casket, and Scotiabank) and using these segments to guide your customer management program

• Where possible, using an event-driven approach to customer management such as that used by Union Bank of Norway

• Running your customer management programs based on the segment that customers are in, rather than on some overall marketing plan that does not take customer status into account