Managing Your Business as if Customer Segments Matter

As customers’ needs fragment, marketers must develop common, actionable segmentations and integrate segment-level goals into planning and performance-management processes.

Sean R. Collins, Peter W. Dahlström, and Marc Singer

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 ]