Analyze Your Customers

Instructions

This week, you have learned how to analyze your customers, ascertain what they’re thinking from your point of view as well as their point of view, and you have learned about different methods to better understand them (e.g., observations, discussions, focus groups, and surveys).

In this assignment, you will write an essay summarizing your customer analysis for your chosen company. Keep in mind, the attributes you select in your customer analysis will vary given the product that you make or the service you provide. Be sure to include the following in your essay:

  • Summarize your customers for your chosen company in terms of total rank order and segment. Please be creative and use a table, chart, or graph, or you may describe, in an essay format, this portion of the assignment.
  • Identify Key Customer Data, including the following, suggested information: Product/service, market segment, buying from the competition, location of their end-use customers, key quality characteristics, sales volume. You will need to conduct some research of similar companies in order to gather this information. Remember, this will be mostly estimated data at this point since you will project information from similar organizations to your company. Include some interesting charts or tables to highlight your data, so that your audience can visualize your information.
  • Design a high-level plan to gather data from your employees (i.e., observations, discussions, focus groups, and surveys). Summarize how you will gather data. If using a survey, include in your appendix. If using discussions or focus groups, including the questions you will ask. If using observations, describe specifically what and how you will observe.

Length: 5-7 pages, not including title and reference pages

Resources:  Support your paper with a minimum of 5 scholarly resources.

RUNNING HEAD: Analyzing DTE Customers 1

Analyzing DTE Customers 10

Week 3 – Assignment: Analyze Your Customers

Instructions

This week, you have learned how to analyze your customers, ascertain what they’re thinking from your point of view as well as their point of view, and you have learned about different methods to better understand them (e.g., observations, discussions, focus groups, and surveys).

In this assignment, you will write an essay summarizing your customer analysis for your chosen company. Keep in mind, the attributes you select in your customer analysis will vary given the product that you make or the service you provide. Be sure to include the following in your essay:

· Summarize your customers for your chosen company in terms of total rank order and segment. Please be creative and use a table, chart, or graph, or you may describe, in an essay format, this portion of the assignment.

· Identify Key Customer Data, including the following, suggested information: Product/service, market segment, buying from the competition, location of their end-use customers, key quality characteristics, sales volume. You will need to conduct some research of similar companies in order to gather this information. Remember, this will be mostly estimated data at this point since you will project information from similar organizations to your company. Include some interesting charts or tables to highlight your data, so that your audience can visualize your information.

· Design a high-level plan to gather data from your employees (i.e., observations, discussions, focus groups, and surveys). Summarize how you will gather data. If using a survey, include in your appendix. If using discussions or focus groups, including the questions you will ask. If using observations, describe specifically what and how you will observe.

Length: 5-7 pages, not including title and reference pages

Resources:  Support your paper with a minimum of 5 scholarly resources.

The Chosen company is DTE Energy Company

Berman, R., & Donaldson, C. (2018). Map it: Understanding your customer’s journey. Dynamic Chiropractic, 36(12), 24–32.

Link

Task: View this topic

Jay, J. (2016). How to get the feedback you didn’t really want to hear (but really need to know). American Salesman, 61(3), 12.

Link

Task: View this topic

Liu, A. H., Chugh, R., & Noel Gould, A. (2016). Working smart to win back lost customers the role of coping choices and justice mechanisms.

Link

Task: View this topic

Padhye, G., & Sangvikar, B. V. (2016). Understanding the Repatronage Intentions of Supermarket Customers: A Cluster Analysis. IUP Journal…

Link

Task: View this topic

Simons, R. (2014). Choosing the right customer.

Link

Task: View this topic

Thakur, R., & Workman, L. (2016). Customer portfolio management (CPM) for improved customer relationship management (CRM): Are your customers…

Link

Task: View this topic

Tracy, B. (2015). Business strategy (The Brian Tracy success library). New York: AMACOM.

Link

Analyzing DTE Customers

Introduction

The DTE Consumer

Figure 1

DTE-Sempra Energy Consumer Salaries

Figure 2

DTE/Sempra Energy Age Group of Consumers

Figure 3

Sexual Orientation of DTE Consumers

Figure 4

Cultures of DTE Consumers

DTE’s Sales Volume

High-Level Strategy

Conclusion

References

10: Analysis of wealth—DTE. (2017). Strategic financial management casebook, 293–324.

https://doi-org.proxy1.ncu.edu/10.1016/B978-0-12-805475-8.00010-0.

AS.Org. (2019). What is a data collection survey? https://asq.org/quality-resources/survey.

Danziger, P. (2019). Can DTE attract affluent customers? Forbes.

https://www.forbes.com/sites/pamdanziger/2018/06/04/can-DTE-make-its-up-market-move-work/#665b59f978fe.

Higgins, R. C. (2015). Analysis of financial management (11th ed.)

McGraw-Hill Higher Education.

Mondrose, P.(2015). Here is a breakdown of DTE shoppers by demographics.

http://www.businesspundit.com/heres-a-breakdown-of-DTE-shoppers-by-demographic/.

Parment, A. (2013). Generation Y vs. Baby Boomers: Shopping behavior, buyer involvement, and implications for retailing. Journal of Retailing and Consumer Services20 (2), 189-199.

Singh, V. P., Hansen, K. T., & Blattberg, R. C. (2006). Market entry and consumer behavior: An

investigation of a DTE supercenter. Marketing Science, 25(5), 457–476. https://doi- org.proxy1.ncu.edu/10.1287/mksc.1050.0176.

Appendix

Survey on DTE employee satisfaction

DTE Employee satisfaction survey

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