Data Mining in CRM - Data Mining Techniques in CRM: Inside Customer Segmentation - page 9

• Imposing usage limitations and restrictions on customers with bad payment
records and bad credit risk scores.
• The development of a newproduct/offering tailored to the specific characteristics
of an identified segment, and so on.
The main components that should be taken into account in the design of the
NBA strategy are illustrated in Figure 1.4. They are:
1. The current and expected/estimated customer profitability and value.
2. The type of customer, the differentiating behavioral and demographic charac-
teristics, the identified needs and attitudes revealed through data analysis and
segmentation.
3. The growth potential as designated by relevant cross-/up-/deep-selling models
and propensities.
Figure 1.4 The next best activity components.