When we think about customer segmentation in our contact strategies, many approaches can be taken. All too often a ‘bomb the base’ approach is used, believing this will deliver the highest ROI – especially if a cost effective channel such as email is used. In some circumstances this may be the right choice, but there are many other customer segmentation techniques that could provide a more ‘laser-targeted’ approach.
Dividing your customers into groups is vital to increasing the success of any communications message. If you don’t know who you’re talking to, it’s unlikely you’ll get much of a response.
So what are the options for customer segmentation? There are too many to shake a stick at, but here are a few key techniques and how and why they should be used…
Read the full article on the Ikano Insight blog.