Segmentation Applications in Telecommunications - Data Mining Techniques in CRM: Inside Customer Segmentation - page 320

Figure 7.9 Cluster 2 profiling chart.
- Optimum rate plan.
- Reliable services.
• Needs/wants:
- Reliable communication, mostly with friends and family.
- Seek value for money.
- Most calls are personal.
Marketing Approach
• Product/services offered: Offering incentives to promote use of non-voice
services. Optimized rate plans, tailored to their usage, providing free voice
minutes or reduced rates for voice calls.
• Communication channel: Direct voice calls.
• Brand image communicated: An operator that offers reliable services at
competitive prices.