Customer Segmentation Employee Training Tips

As a consumer, you may have been targeted by online ads, direct emails, social media and other forms of marketing. As a marketing professional, you know that to attract customers, old-fashioned marketing approaches are not enough.

Some of today’s consumers want the personal touch. They want to know not only about your product, but about your company, its values, its vision, and how it does business. They want to understand how your product will improve their lives and give them a reason to come back.

That’s where customer segmentation comes in. A recent survey by Bain & Company revealed that 81% of company executives thought customer segmentation was critical for profit growth, but less than 25% believed their companies used it effectively. Even when customer segmentation showed profits increase by more than 15%, there still seemed to be a disconnect between theory and practice.

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