Custmer Segmentation

The moment you segment your customer base you label your customers and form fixed views on their preferences, behaviours and habits. Everything else you design is based on this pre-determined view of your customers.

If your company can identify the new customer desires and needs that create value for them it will drive higher profit margins for you. This requires developing a deep understanding of your customers. To do this, consider the following;

  • Examine the people who influence your customers and classify them by key influencers, those influencers who play an important role in determining the buying and loyalty behaviour of your potential target segment.
  • Consider the problem fixed by your product or service and which consumers care most about the solution it provides?
  • Do a segmentation based upon emotional triggers and look at those that most excite your target segment.

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