THE ROLE OF CUSTOMER SEGMENTATION FOR BETTER BUSINESS OPERATIONS
Any business after some time has to invest in itself extensively to grow, diversify, and prosper better.
The range of functions and domains will need an expansion along with the personnel employed in them equipped to handle higher work pressures.
It’s not easy at the beginning for any entrepreneur to make every process better efficient in terms of cost of operations.
Even to establish a new department or section for developing a better functionality.
It’s apparent that as and when the business grows, sales surge, more and more customers will start to get attached to the company.
To take care of their needs, grievances, demands, ideas, and other forms of feedback, a separate section itself will have to be there in a wholesome manner.
BENEFITS OF CUSTOMER SEGMENTATION
Below mentioned are some of the benefits of Customer Segmentation:
HIGHER CUSTOMER RETENTION RATIO
Extensive allocation of time and other resources towards customers will ensure that their loyalty is to achieve for the long haul.
People and their perception towards the company will gain better appeal and reputation as a business that cares for their sentiments and opinions.
Authenticity and trust factor is there for the company, which in turn results in gaining a better value-added proposition from the overall masses.
By having different customers’ categories, it becomes straightforward to deliver a bespoke offering to accentuate sales.
Every category based on age, region, gender, and even economic background requires different kinds of product offerings which the company can manufacture easily.
Further, by studying the characteristics of each of these customers, the company will be able to gain insightful feedback for charting effective and targeted advertisements and promotions.
Not each of the customers warrants the elaborate and expert allocation of resources.
For instance, a prospect just browsing the online catalogue of the company’s online business need not require an advanced promotional campaign.
Any general advertisement strategy would suffice and thus, many costs and efforts saved by not deploying ample resources in every customer segment.
In another manner of thought, a category of a customer under each stage of their lifecycle may only require research efforts to determine their future purchasing behaviour and nothing else.
So no detailed strategies or resource allocation would be required to pump in this segment, thereby preserving the company’s resources.
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TYPES OF CUSTOMER SEGMENTATION
There is in all four types of customer segmentation listed below:
This segmentation is made on the customers based on the factors like:
- Marital status
These are to predict and recommend their future Purchasing behaviour.
Age and gender are two most cardinal determinants to enable specific and targeted advertising campaigns, for fast selling and quick turnover receipt.
This type of segmentation makes it very easy and simple to allocate resources as well as experts in handling their grievances if any.
This type of customer segmentation is practically based on:
- Market size
- Cultural context
Each country offers to fill in the selling opportunity specific considering the factors as mentioned earlier.
If a person meticulously takes care of customers in a particular region, through this segmentation, then the business can gain global appeal and foreign market exposure.
Very smart manner of segmentation of people in which their past behavioural patterns are studied and their future purchasing possibility is into the prediction.
Careful recommendations based on their taste, likes, history, economic background, etc. are variously posted to them for creating an insightful connection with the brand of the company.
In this realm, the occasion for purchase like holidays, festivals come into consideration as well the relevancy and Usage of the offerings.
LIFECYCLE BASED SEGMENTATION
The lifecycle process in the domain of customer satisfaction and retention entails the whole process of conversion of a prospect into a final customer of the company.
Besides, this divides into various stages. It allows focused and determined initiatives to be undertaken towards the fulfilment of each stage of customers.
For a prospect, initial marketing strategies can be implemented as against an already loyal customer to give discounts or even tailor-made offerings.
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