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1、strategy+businessISSUE65WINTER2011MakingCustomerSegmentationDeliverAstheabilitytogathersophisticateddatagrows,here’safour-stepprocessformakingsegmentationdriveimprovedperformance.BYCOREYYULINSKYREPRINT11401commentitprovides.WeadvisecompaniestotakealeadingideasMakingCustomerfour-stepapproach
2、tosegmentation:definetheobjectivesofsegmentationSegmentationDeliverclearly,designthesegmentationaroundthoseobjectives,prepareablueprintoftheeffectsoftheseg-Astheabilitytogathersophisticateddatamentationacrosstheentirecom-grows,here’safour-stepprocessformakingpany’sdecisionprocesses,andcare-
3、segmentationdriveimprovedperformance.fullymanagethenecessarychangesthatsegmentationwilldemandoftheorganization.Thegoalistoen-byCoreyYulinskydeliveranythingnearthelevelofsurethatsegmentationleadstowell-1benefittheyshould.Evenastheycol-definedprocessesandactionsthatewphraseshaveasmuchlectmore
4、informationthaneverbe-improveperformance.currencyintoday’sbusiness-fore,thesecompaniesstrugglewith1.Definetheobjectivesclearly.Fto-consumer(B2C)compa-applyingtheinsightsaffordedbyThemostimportantquestionforniesasthecustomer-centricorganiza-segmentationtodrivechangeandeachcompanytoask:Whatis
5、thetion.Althoughtheparticularsvaryperformanceimprovement.purposeofsegmentation?Under-widely,mostcompaniespursuingThisparadox—thatcompaniesstandingthepurposewillenablede-customer-centricityrelyonsomewiththemostdataabouttheircus-cisionmakerstodeterminewhetherformofmarketsegmentation.Seg-tomer
6、sfinditmostdifficulttouseitthesegmentationeffortisstrategic,mentationprovidesinsightintocus-—islikelytobecomemorewide-tactical,orboth.tomerbehavior,habits,andprefer-spreadasthedigitaltransformationStrategicsegmentationisusedforences,increasingtheoddsofsuccesscontinues.Toooften,companiesde-b
7、road,enterprise-widepurposes—inmarketingandexperienceman-velopsegmentationsthatarebasedoperatingmodeldesign,brandedagementcampaigns,anddrivingonconflictingbusinessobjectives,customerexperience,andoverallbrandpositioningandproductde-arenotbroadlyunderstoo
