¿What is needed to perform a good segmentation?

¿What is needed to perform a good segmentation?

1. Segmentation should bridge customer and commercial value

   • • simultaneously create value for their customers and their business.

2. Bridging Customer and Commercial Value

   • segmentations are often limited by a narrow focus on either the needs of the business or the needs of the customer
     • segmentations that focus on driving short-term strategy can miss the rich customer understanding required to build truly forward-facing strategy.
       • Designing, executing and implementing world-class
         • segmentation requires bringing together perspectives from across the organization to ensure that outcomes link closely to desired objectives
           • • segmentation can serve as a powerful first step toward customer

3. Connecting the Organization

   • Segmentations have the greatest impact when they are understood and used by all relevant functions in the organization.
     • segmentations are often owned by the insights department, rather than led by it.
       • it is critical that all end users are provided the appropriate level of training and equipped with tools to apply customer insights to day-to-day decisions.

4. Linking to Marketing Tools

   • Segmentation can only serve as a platform for growth when it is connected to key marketing tools and integrated into marketing processes.
     • connecting with the organization’s CRM database
       • • and any existing micro segmentations allows for immediate translation of marketing strategy to execution

5. How to Get Started

   • organizations should first create cross-functional alignment by setting the vision for success and developing a blueprint for how segmentation results will be implemented across the organization
     • Support from senior stakeholders is a critical enabler for setting the foundation for effective segmentation.
       • segmentation must galvanize organizations around their priority customers and serve as a spark plug for igniting a customer-centric culture.

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