Developing a Segment-Based Customer Service

[biboy2012]

We are trying to improve customer experience. I am looking for some insights with segment-based customer service. We have a wide range of customers in a real estate business. The segmentation is based on social classes. The determination of social class is based on customers profile and amount of property bought from us.

For example,
Class A – more than 2M
Class B- less than 2M
Class C- less than 500K (socialized housing)

We treat each class differently. While working on grouping customers with similar levels of wealth, influence, etc., I got stuck somewhere…

And my problem is… I was tasked to develop a guideline or a procedure or a program that would deal with high-end experience for Class A customers. Maybe because my boss wants to focus on customers that generate high revenue and the costs of establishing and maintaining relationships with them. However, if anyone who would like to share ideas on Class B and Class C Customers would be more than welcome.

I don know how should I start with it.
Any help would be great. Thanks!

[somashekar]

In Reply to Parent Post by biboy2012

We are trying to improve customer experience. I am looking for some insights with segment-based customer service. We have a wide range of customers in a real estate business. The segmentation is based on social classes. The determination of social class is based on customers profile and amount of property bought from us.

For example,
Class A – more than 2M
Class B- less than 2M
Class C- less than 500K (socialized housing)

We treat each class differently. While working on grouping customers with similar levels of wealth, influence, etc., I got stuck somewhere…

And my problem is… I was tasked to develop a guideline or a procedure or a program that would deal with high-end experience for Class A customers. Maybe because my boss wants to focus on customers that generate high revenue and the costs of establishing and maintaining relationships with them. However, if anyone who would like to share ideas on Class B and Class C Customers would be more than welcome.

I don know how should I start with it.
Any help would be great. Thanks!

The ingredients of your customer service across any class still remains the same as I envisage. Professionalism, clarity and sincerity, timely communication, document scrutiny and approval, legal opinion, effective response, keeping to project schedules, and advance notification of possible changes ... are perhaps some of the things that I visualize. Perhaps you can think of deputing an experienced executive to manage few of your class A profile customers exclusively, and provide direct service at their office / residence as necessary.
What are the customer services you provide in your real estate business ?
Customer service per se must be the same across all customers and you can provide value added services for your elite class as I mentioned above.
Just my thoughts .....

[biboy2012]

In Reply to Parent Post by somashekar

The ingredients of your customer service across any class still remains the same as I envisage. Professionalism, clarity and sincerity, timely communication, document scrutiny and approval, legal opinion, effective response, keeping to project schedules, and advance notification of possible changes ... are perhaps some of the things that I visualize. Perhaps you can think of deputing an experienced executive to manage few of your class A profile customers exclusively, and provide direct service at their office / residence as necessary.
What are the customer services you provide in your real estate business ?
Customer service per se must be the same across all customers and you can provide value added services for your elite class as I mentioned above.
Just my thoughts .....

Yes I agree with you that customer service must be the same across all customers, but some industries offers personal attention to their clients. For example banks, I noted that they offer special treatment, quick response etc to big depositors. Maybe Mr Wes Bucey can share about some relevant bank practices.

I also noted that Health Care Providers do customer segmentation. There are different types of healthcare plans suitably designed for your healthcare needs and benefit coverage (tailored depending on your budget).

For example,

Plan Type ---------------Room & Accommodation----------Cost
Platinum Plus…….......... . Large Private…….......................300K
Platinum…………...........… Regular Private……….................. 200K
Gold……………………............Regular Private ………................ 150K
Silver ………………............….Semi-private …………................ 100K

With regard to customer service, I am not sure if they treat each patient differently each category.

Going back to real estate business…I can't figure out the applicable program for each class.

Any idea would be greatly appreciated.

[somashekar]

Yes I agree with you that customer service must be the same across all customers, but some industries offers personal attention to their clients. For example banks, I noted that they offer special treatment, quick response etc to big depositors. Maybe Mr Wes Bucey can share about some relevant bank practices.

What I told above about value added services is just this ...

With regard to customer service, I am not sure if they treat each patient differently each category.

Treatment will be the same, however again value added services will be based on price paid.

Again design the value added services based on revenue from client. Remember that service is the same, while personalized attention of all nature is the value added service.

Taking your example :

For example,
Class A – more than 2M >> 1 key account manager for 3 clients with 24x7 telephone access for all queries, office / home delivery of services as necessary.
Class B- less than 2M >> 1 key account manager for 6 clients with 24x7 telephone access for all queries, on all working days, and with planned office / home delivery of services on working days.
Class C- less than 500K (socialized housing) >> Working days over the counter services with SMS alert facilities.

[biboy2012]

In Reply to Parent Post by somashekar

What I told above about value added services is just this ...


Treatment will be the same, however again value added services will be based on price paid.

Again design the value added services based on revenue from client. Remember that service is the same, while personalized attention of all nature is the value added service.

Taking your example :

For example,
Class A – more than 2M >> 1 key account manager for 3 clients with 24x7 telephone access for all queries, office / home delivery of services as necessary.
Class B- less than 2M >> 1 key account manager for 6 clients with 24x7 telephone access for all queries, on all working days, and with planned office / home delivery of services on working days.
Class C- less than 500K (socialized housing) >> Working days over the counter services with SMS alert facilities.

Great idea, but I'm not sure if my boss will buy it. Our lines are open from Mondays through Fridays, 8AM to 5PM.

Any other suggestions?

[somashekar]

In Reply to Parent Post by biboy2012

Great idea, but I'm not sure if my boss will buy it. Our lines are open from Mondays through Fridays, 8AM to 5PM.

Any other suggestions?

My dear friend, it was just my example. You coin something that gives added value to high worth customers which also meets your purpose ...
Good luck.

[biboy2012]

In Reply to Parent Post by somashekar

My dear friend, it was just my example. You coin something that gives added value to high worth customers which also meets your purpose ...
Good luck.

Ok, I understand you explanation and point, but I I'm still stuck at figuring out what the applicable programs on customer segmentation are for real estate business.

Any more examples folks?