Customer Segmentation
Customer segmentation is the division of customers into smaller groups according to adopted criteria in order to tailor the sales offer as accurately as possible to their needs and expectations.
Among the adopted criteria are:
- age
- gender
- education
- financial situation
- goals for acquiring the product or service
- social class
- lifestyle
- personality traits
- geographic region (place of residence, work)
Benefits of customer segmentation
- More personalized messages directed to customers
- More efficient customer management (division into smaller groups enables better product matching to their requirements and expectations)
- Higher quality customer service
- Adjusting activities based on the profitability of given segments
- Faster reach to the most profitable customer groups
- Ability to quickly react to changes occurring in the market
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