Managing Customer Relationships

If you are an adult consumer in the United States, you most likely fall into one or several target markets for a variety of products and services—evidenced by a mailbox brimming with offers from Company X, Y, or Z. Even though you may be in a target market, have you ever felt over-targeted? For example, how often do you receive credit card offers for a card that you already hold? I often open my mailbox to find offers for auto insurance—even though I do not own a car. Companies that send offers for services that I do not need or already have are sending a clear message—they do not know me. More insurance companies are becoming aware of this problem and are starting to educate their people about a concept called "customer relationship management" to determine how they can better leverage their data to refine offers and increase profitability.