Customer Segmentation and Targeting (PowerPoint PPT)

DESCRIPTION

This presentation will focus on the second phase of the Customer Analysis process: Segment Customers and Derive Insight.

Customers segment their customer base to better understand their customers. The overall objective of customer segmentation is to analyze customers, find niche opportunities, and create a sustainable competitive advantage.

In this presentation, we will discuss the segmentation process. We will also explore various segmentation methods, criteria, and techniques—including statistical analyses.

This PPT delves into a comprehensive 5-phase approach to Customer Analysis. It starts with gathering customer data, then moves into segmenting customers to derive actionable insights. The process continues with evaluating customer relationship strategies, developing value propositions, and finally, building an appropriate customer experience. Each phase is meticulously detailed to ensure you can apply these strategies effectively within your organization.

The presentation also covers the high-level approach to improved customer relationships, emphasizing the importance of ongoing prioritization of customers for specific actions. It highlights how actionable segmentation and targeting combine the work of three sub-streams: customer enthusiasm, target segments, and scenario building. This integrated approach ensures that you can address customer needs and understand the financial impacts of your strategies.

Segmentation techniques are explored in depth, including both deductive and inductive methods. The document provides insights into statistical approaches like cluster analysis and factor analysis, which are essential for identifying, characterizing, and sizing segments. The presentation also includes practical tips and pitfalls to avoid when conducting customer segmentation, ensuring you can navigate this complex process with confidence.

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Source: Best Practices in Customer Analysis, Customer Segmentation PowerPoint Slides: Customer Segmentation and Targeting PowerPoint (PPT) Presentation, LearnPPT Consulting