By Rud O.P.

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This would provide a visual tool for assessing the different segments of the customer database for possible marketing and/or risk actions. For example, if one segment has high balances and high risk, you may want to increase the Annual Percentage Rate (APR). For low-risk segments, you may want to lower the APR in hopes of retaining or attracting balances of lower-risk customers. Response A response model is usually the first type of targeting model that a company seeks to develop. If no targeting has been done in the past, a response model can provide a huge boost to the efficiency of a marketing campaign by increasing responses and/or reducing mail expenses.

So the risk department did not consider the fact that the higher-risk customers were much more likely to maintain balances at higher rates, thereby making them much more profitable. Product Focus versus Customer Focus As mentioned earlier, many companies are making the transition from a product focus to a customer focus. The reason for this transition is simple: In many industries it is becoming more difficult to attract new customers. It has become more efficient to broaden the company focus and develop new products for existing customers.

You carefully plan your meal. During the planning phase, there are many things to consider: What will you serve? Is there a central theme or purpose? Do you have the proper tools? Do you have the necessary ingredients? If not, can you buy them? How long will it take to prepare everything? How will you serve the food, sitdown or buffet style? All of these steps are important in the planning process. Even though these considerations seem quite logical in planning a gourmet dinner, they also apply to the planning of almost any major project.

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