The importance of segmentation in customer relationship management

Do travel agencies have to ask themselves what type of segment they want to serve? What implications does that have when planning the relationship policy? These questions relate to customer asset management and are fundamental with regards to building and keeping a loyal customer base. Customers present themselves as being essential to small sized businesses …

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Relationship Policy Per Segment In The Hotel Industry

Einstein once said "I speak to everyone in the same way, whether he is the garbage man or the president of the university" (Einstein (n.d.) as cited by Sagan (1978)). While this is great in terms of respect and equality this approach might not be as favourable for a hotel business. The manager has to …

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Customer Segmentation: Case Of United Airlines

Nowadays the airline industry is one of the fastest growing sectors worldwide. In fact, since the year of 2009 the numbers of passengers carried rocketed from 2.25 billion to more than 3.4 billion annual flyers in 2015 (International Civil Aviation Organization, 2016). This proves that air travel is becoming increasingly popular, and is likely to …

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How segmentation can increase Cross-selling services within the airline industry.

Traveler experiences are far less linear than going from A to B. The key for airlines is to show opportunities by making every service personalized and within the traveler’s context. Cross-selling provides current customers with additional services including car rental bookings, travel insurances, wifi on-board and many more. Successful cross selling requires segmentation, relevancy and …

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Decision-making tree

Momentarily, big data is a phenomenon that offers companies a lot of information about their customers. On the other hand, this data will also give many information about potential customers. To reach these potential customers is another story altogether and a way to attract these customers can be by initiating a new marketing strategy with …

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The Limitations of Segmentation Data

Segmentation is a tool to divide the market into different segments, in which each segment can have its own way of approach. The world we are living in today is still working with segmentation, but the question arises whether segmentation does not fall short on multiple aspects. Nowadays, businesses use segmentation data in their business …

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