Today’s customers are more demanding and discerning. They expect relevancy of messaging and a good customer experience. They know what they want and are not afraid to look. They are also quite fluent in using various channels to get information and move through the “purchasing decision process”.
As marketers, we look at the customer journey and the different types of customers, and then group them using common traits, characteristics, loyalties and purchasing behaviours. Grouping customers into segments enables brands to plan more effectively and to focus tailored marketing communications to specific types of customers, across channels and various customer experiences (CX).
In 2018, Noreen Cesareo delivered two webinars on Segmentation and Demographics – one for WE Connect International in May 2018, and the other for WE Connect Academy in December 2018.
In the webinars, she looked at the benefits segmentation can bring to both the business and to the overall customer experience (#CX) and discusses how business can map out the customer journey, profile and segment clients.