3.2a(3) C4
V determines its customer groups and market segments
first by Title 38 regulatory requirements that designate who
may receive benefits and services, then through the use of the
DataFACTs formula discussed in 2.2a(2). Then C4
V uses information
on customers, markets, and product offerings to identify
current and anticipate future customer groups and market
segments based on data and information. The PMARS, shown in
Figure 4.1-1, and DataFACTS promote understanding of current
needs for services and specific requirements and expectations
upon which to make projections, as described in 2.2b. Offerings
frequently address the requirements and expectations that define
a segment, and once developed, they offer opportunities for
learning and deployment to all customers. For example, social
media mechanisms of communication were enhanced to address
identified needs of the younger OEF/OIF/OND Veteran segments
and are open to any generation or conflict-era Veterans. Female
Veterans also have specific needs, requirements, and expectations
around which C4
V has designed specific processes and offerings.
You had a Hand in This and We’re Listening! programs promote
communication, which promotes identification of specific needs
and understanding and builds relationships.