CUSTOMER SEGMENTATION
AND CUSTOMISED SERVICE CONCEPTS
IN CSB OF LATVIA
Daina Gulbe
CSB of Latvia
CONTENTS OF PRESENTATION
• Customer database
– 1995-2000
– 2001-….
– future plans
• Key customer groups and their special
needs
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–
–
–
29/06/2016
Ministries a.o. governmental institutions
municipalities
enterprises
students
Customer segmentation - LATVIA /
Marketing Conference in Helsinki
2
CUSTOMER DABASE
• CSB of Latvia is only at the beginning of its way to customer
segmentation.
• Tailor made data set requests:
• 1995-2000 Register of incoming and outgoing letters
• Since 2001 electronical “customer database” – register of
customers:
–
–
–
–
–
–
–
–
Number,
Date of request,
Contact person, organisation or enterprise
Subject matter
Quote
Date of reply,
Address, telephone, fax
Production unit responsible
• Planning to develop customer database
(in house solution - in cooperation with IT department)
29/06/2016
Customer segmentation - LATVIA /
Marketing Conference in Helsinki
3
KEY CUSTOMER GROUPS
AND THEIR SPECIAL NEEDS
• Ministries
• a.o. governmental institutions
• Municipalities
Located in distant districts of Latvia
Use statistics in
reports, strategies a o documents
service accesible at their place Regional Information service (RIC)
service of
verification and proofreading
Use data for territorial planning
List of institutions - not oblidged to pay
regional breakdowns
planning to develop regional web database
free of charge info
free of charge publications
Level of knowledge in statistics diverse
Level of knowledge in statistics diverse
advice on statistical indicators,
what info is available
advice on statistical indicators,
what info is available
Limited budget
Use statistics for analysis
deatailed methodology
29/06/2016
free of charge service
(except tailor made data sets)
free of charge publications at RIC
Customer segmentation - LATVIA /
Marketing Conference in Helsinki
4
KEY CUSTOMER GROUPS
AND THEIR SPECIAL NEEDS (cont. 1)
• Enterprises
Analyse present and future time periods
Acting at the last moment
timely information
quick service
Capable to pay
Limited time resources
ready made data sets
(database extractions take too much time)
chargeable service
Providing information to CSB
Level of knowledge in statistics diverse
advice on statistical indicators,
what info is available
29/06/2016
special attention
Customer segmentation - LATVIA /
Marketing Conference in Helsinki
5
KEY CUSTOMER GROUPS
AND THEIR SPECIAL NEEDS (cont. 2)
• Students
Using Internet
and PC literate
data in home page
and databases
Not willing to pay
free of charge info
Innovative
using data analysis tools
possibility to do calculations,
pivot tables
long time series
selection of specific indicators
quick access to the data
Lazy
search option
analysis of data (text)
29/06/2016
Acting at the last moment
Level of knowledge in statistics diverse
advice on statistical indicators,
what info is available
Customer segmentation - LATVIA /
Marketing Conference in Helsinki
6