Customer Analysis & Segmentation

Centering operations around the customer, to understand their needs and retain them over a long period.

Customer segmentation relies on identifying key differentiators that divide customers into groups that can be targeted. Information such as a customers' demographics (age, race, religion, gender, family size, ethnicity, income, education level), geography (where they live and work), psychographic (social class, lifestyle and personality characteristics) and behavioral (spending, consumption, usage and desired benefits) tendencies are taken into account when determining customer segmentation practices.

Customer segmentation procedures

Customer segmentation, also called consumer segmentation or client segmentation, procedures include:

  • Deciding what data will be collected and how it will be gathered
  • Collecting data and integrating data from various sources
  • Developing methods of data analysis for segmentation
  • Establishing effective communication among relevant business units (such as marketing and customer service) about the segmentation
  • Implementing applications to effectively deal with the data and respond to the information it provides

Benefits of customer segmentation

By enabling companies to target specific groups of customers, a customer segmentation model allows for the effective allocation of marketing resources and the maximization of cross- and up-selling opportunities. When a group of customers is sent personalized messages as part of a marketing mix that is designed around their needs, it's easier for companies to send those customers special offers meant to encourage them to buy more products. Customer segmentation can also improve customer service and assist in customer loyalty and retention. As a by-product of its personalized nature, marketing materials sent out using customer segmentation tend to be more valued and appreciated by the customer who receives them as opposed to impersonal brand messaging that doesn't acknowledge purchase history or any kind of customer relationship.

The Agile Learning Digest
A personalized learning compilation made just for you
Get select content from around the web tailored for your specific learning - weekly in your inbox. Our communities gather and evaluate each resource, curating them so you can be continually informed and inspired.
Accounts are free and have no ads