Comprehensive Customer Segmentation Strategies PPT
This PPT slide, part of the 27-slide Customer Segmentation and Targeting PowerPoint presentation, outlines various methods for segmenting customer groups, emphasizing both tangible and intangible differentiation criteria. On the left side, tangible criteria include geographic, demographic, socio-economic, geo-demographic, product usage, and profitability factors. These methods are characterized as straightforward to implement and easily linked to existing customer data, although their utility may be somewhat limited.
On the right side, intangible criteria delve deeper into customer motivations and behaviors. This includes psychographic factors such as lifestyle, behavioral tendencies, needs-based segmentation, perceived benefits, and attitudes. While these methods are described as more complex and resource-intensive, they hold the potential for greater insight and relevance in targeting specific customer segments.
The slide also highlights a trend toward integrated approaches, suggesting that combining needs-based segmentation with common tangible descriptive variables can enhance the effectiveness of segmentation strategies. This integrated method allows businesses to create more nuanced customer profiles, leading to better alignment of products and services with customer expectations.
The overall message is clear: while traditional segmentation methods offer ease of use, they may not capture the full depth of customer insights. A more comprehensive approach that includes both tangible and intangible criteria can yield more actionable intelligence, ultimately driving better business outcomes. This slide serves as a critical reminder for executives to consider the balance between ease of implementation and the depth of understanding when developing customer segmentation strategies.
This slide is part of the Customer Segmentation and Targeting PowerPoint presentation.
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