CUSTOMER SEGMENTATION AND CUSTOMISED SERVICE CONCEPTS IN CSB OF LATVIA Daina Gulbe CSB of Latvia

CONTENTS OF PRESENTATION Customer database 1995-2000 2001-…. future plans Key customer groups and their special needs Ministries a.o. governmental institutions municipalities enterprises students 15/06/2019 Customer segmentation - LATVIA / Marketing Conference in Helsinki

Customer segmentation - LATVIA / Marketing Conference in Helsinki CUSTOMER DABASE CSB of Latvia is only at the beginning of its way to customer segmentation. Tailor made data set requests: 1995-2000 Register of incoming and outgoing letters Since 2001 electronical “customer database” – register of customers: Number, Date of request, Contact person, organisation or enterprise Subject matter Quote Date of reply, Address, telephone, fax Production unit responsible Planning to develop customer database (in house solution - in cooperation with IT department) 15/06/2019 Customer segmentation - LATVIA / Marketing Conference in Helsinki

KEY CUSTOMER GROUPS AND THEIR SPECIAL NEEDS Ministries a.o. governmental institutions Municipalities 15/06/2019 Customer segmentation - LATVIA / Marketing Conference in Helsinki

KEY CUSTOMER GROUPS AND THEIR SPECIAL NEEDS (cont. 1) Enterprises 15/06/2019 Customer segmentation - LATVIA / Marketing Conference in Helsinki

KEY CUSTOMER GROUPS AND THEIR SPECIAL NEEDS (cont. 2) Students 15/06/2019 Customer segmentation - LATVIA / Marketing Conference in Helsinki