Marketing Strategy Development
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Customer Segmentation Strategies: Managing customer relationships for profit means taking a closer look at segments and service levels
Customer segmentation strategies are the key to balancing the delivery of an optimal customer experience with the need to maximize long-term customer revenue and loyalty.
enterprises adopt customer segmentation strategies, they often focus on traditional
techniques such as campaign management and personalization, usually driven
by customer tiers based on current profitability. Customer service benchmarks
such as up-sell potential or likelihood to churn are generally not considered.
As companies adopt more customer-centric business processes, service will
play a pivotal role in providing personalized customer interactions. A segmentation
strategy that is integrated with customer service provides the framework for
delivering an appropriate customer experience based on the customer's value
to the organization.