As customers’ needs fragment, marketers must develop common, actionable segmentations and integrate segment-level goals into planning and performance-management processes.
Content: Article | Authors: Marc Singer, Peter W. Dahlström, Sean R. Collins | Source: McKinsey Quarterly | Subjects: Customer Related, Marketing / Sales
The central challenge of a segmentation strategy isn’t how to develop one—a variety of approaches work—but how to make it useful and integrate it into a company’s ongoing planning and performance-management efforts. The segmentation must explicitly link corporate financial objectives to the behavior of people in a segment and to customer experience goals. This linkage allows general managers and marketers to understand how the experiences … [ Read more ]
Content: Quotation | Authors: Marc Singer, Peter W. Dahlström, Sean R. Collins | Source: McKinsey Quarterly | Subjects: Customer Related, Management, Marketing / Sales