Understanding the characteristics of High-Potential Customers
A Case Study by Harte-Hanks Research & Analytics
Client Objective
• Gain an understanding of the company’s share of telecommunications dollars spent by
customers.
• Tailor sales and marketing plans toward industry segments, showing maximum revenue
growth potential.
Broader Audience for Case
A “share-of-wallet” study can be fruitful for virtually any business, whether the client markets to
consumers or other businesses, or even in a non-profit development context. It can be
particularly relevant if customers frequently buy from multiple vendors, or if you have just
grown through merger or acquisition and want to gain a quick handle on your acquired customer
base.
It’s also valuable if your industry is going through rapid growth. If everybody in the sector is
growing, you’ll want to get a handle on whether your own growth is hiding things: For instance,
possibly the fact that customer penetration is shallow and that you are actually losing ground to
key competitors.
Whenever it’s undertaken, the end result—a marketing strategy focused on the best revenue
opportunities—is always desirable.
http://www.hartehanksmi.com/content/pdf/Share%20of%20Wallet%20Case%20Study.pdf
Ben: Very interesting article about advertising American carriers 