Behavior-Driven Customer Segmentation Strategy Overview PPT

This PPT slide, part of the 23-slide Organic Growth Framework (OGF) Series: Phase 2 PowerPoint presentation, outlines the second phase of a strategic framework focused on customer segmentation based on their propensity to engage in high-yield behaviors. The overview emphasizes the need to segment customers according to their willingness or resistance to change, which can vary significantly across the market. This variability suggests that resources should be concentrated on those segments most likely to adopt these high-yield behaviors.

The slide highlights a paradigm shift in segmentation methodology. Traditionally, segmentation has been product-centric, where the focus is on understanding what customers desire from a product and tailoring offerings to meet those needs. In contrast, the Organic Growth Framework (OGF) approach prioritizes understanding which behaviors are desired from the target segment. This involves creating a Customer Value Framework (CVF) and campaigns aimed at encouraging the target segment to engage in specific behaviors, such as visiting a website or reading reviews.

To enhance targetability, the slide notes the importance of defining segments based on observable characteristics that can be easily recognized by customer-facing teams. This approach not only optimizes resource allocation, but also ensures that marketing strategies are aligned with actual customer behaviors, leading to more effective engagement.

Overall, the content suggests a strategic pivot towards behavior-driven segmentation, which can lead to more sustainable growth by aligning business efforts with customer readiness to change. This insight is crucial for organizations looking to refine their market strategies and improve customer engagement.

This slide is part of the Organic Growth Framework (OGF) Series: Phase 2 PowerPoint presentation.

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