The New Model of Customer Segmentation in Postal Enterprises

Abstract

Postal enterprises are trying to succeed in a very competitive market. At present there are multiple ways to achieve this. One may succeed by offering quality innovative products, competitive prices, quality services etc. Customer orientation is also a trend of the present. In the past customers were considered en masse. In the present an individual approach to customer care is the current trend. This individual approach can be ensured by customer segmentation. The introduction of CRM will enable equal and individual approach to customers, however its implementation is time consuming and costly. Correctly designed customer segmentation that would be a part of primary activities of CRM value chain at the same time is a necessary condition for individual customer approach. This article deals with the new approach to customer segmentation in postal services. In the article will be described the basic approaches to customer segmentation and will be designed the advanced CRM model based on the multidimensional matrix.