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Improve Your Ability to Segment Customers

PROBLEMS calling for better customer segmentation:

SOLUTION: New Customer Segments

  • By the importance of the market segment
    • Size of customer relationship: Does the customer segment buy enough to matter?
    • Segment volatility: Can you capture and retain the customer market share in motion?
    • Segment profitability: Does the customer segment cover your costs?
  • By the needs of the target customer segments
    • Physical: How does the customer segment use, transport and store the product?
    • Emotional: Can you improve the market segment's experience, either individually or as part of a social segment?
    • Intellectual: Would some segments benefit from more knowledge about the product?

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