Managing customers is a task every company faces, but doing it correctly, with the proper previous planning, is something that very few can claim to do well. This is shown by a recent Daemon Quest survey among more than 200 high-level directors from General Management, Sales Management, and Marketing Management at some of the foremost Spanish companies.
A high percentage of companies lack specific plans and strategies for Customer Obtainment, which noticeably affects aspects such as the proper use of available sales resources, the performance of marketing campaigns and, above all, the company’s profitability. The results of the survey show, among other aspects, that the problems in this field derive from sensitive existing shortcomings in defining and segmenting a company’s customers.
Only 12.1% of the organizations consulted claims to have clearly defined Targeting Strategies. In the case of an overwhelming 52.1%, these strategies exist, but are admittedly outdated and clearly improvable. At the most negative extreme, up to 23.2% admits not having planned the identification and selection of its customers in any way.