How does it work?
The true value of Consumer Segment can only be achieved by ensuring that customer neutrality is integrated into a company's day-to-day operations.
Through strategic thinking, we connect customers to your business, content and business goals: growth opportunities, customer base, community energy, telecommunications, digital, composites, culture and more. Therefore, while our customer segmentation support is standalone, it is often embedded in other services such as go-to-market strategies, strategy, portfolio management, omnichannel, category management and more.
Whatever the context, our approach to customer segmentation has 3 key deliverables that provide a platform for greater success:
- The Consumer Segmentation:
The organization has a team of data science experts with extensive business experience and cutting-edge analytical tools. They are fully integrated with the project team to provide intelligence to execute desired projects. This allows us to create, collect and evaluate different types of customers and better understand each customer group by quality (behavior, travel, needs, desire, etc.) and various (spending, age, gender, geographic) considerations. , VESAIR).
- The Strategy & Value Proposition Matrix:
We identify customers to focus on and create effective, actionable plans for each segment. This matrix accomplishes two important things:
Connects ideas to action: by turning more theoretical discussion (customer behavior, preferences, etc.) into digitization (portfolio, pricing, communication and information, trust, etc.).
Defines content: by identifying the needs of each customer segment in the market and prioritizing them based on your business activities, strategic plans and resources. This creates a decision-making process for interpretation and prioritization.
- The Governance:
For the Matrix to come to life and deliver results, it must be linked to good governance and balance. It defines the roles and responsibilities in all areas for key jobs, ensuring that there is a clear definition of accountability, strategic planning and KPIs to monitor progress.
We have applied our customer segmentation approach to a wide variety of contexts, needs and markets, both in standalone operations and as part of broader solutions. Whatever the subject, there is:
OUR KEY DIFFERENTIALS
1.ENSURING MULTIFUNCTIONAL ALIGNMENT
Customers are the essence of the company, not the essence of business and sales. While it may sound simple to bring all of the internal operations and investments to the customer’s mind, our experience shows that many areas of the business can have a hard time setting the key, rules and plans in a single section. That’s why our approach is to ensure that every office has a variety of contacts and follow-up procedures with new clients. We establish a clear link between strategy and implementation, and we do this at a level where there is real change across all departments (eg.
2.ADAPTING TO YOUR UNIQUE CONTEXT
Being “on the ground” is essential to gain a deep understanding of your operations, employees and customers. We bring external facts to the table through client surveys, client interviews, front-end access and design, focus groups, support from business experts, employee interviews and more. We do this for one purpose: to connect and adapt partitions, matrices and controls to suit your real business. This way we can combine our external knowledge with your specific situation to provide the best solution.
3.BUILDING LONG-TERM CAPABILITIES
While quick fixes can provide short-term solutions, building new internal resources is critical to long-term success. Our commitment is not only to provide short-term insights and solutions, but to develop and support your internal capabilities so that parts of your business can thrive. We do this by building understanding and support with your team, ensuring that your processes are tied to the client’s deployment for management decisions. This allows the company to constantly and rapidly change as new needs arise. But by providing this, it is possible to create a long-term solution that is the way to manage your divergent ideas.
SUCCESS STORIES
CHALLENGE
One of North America’s largest tour operators is doing well in physical sales but has a poor strategy. Competitive landscape (strong newcomers and customers transitioning to digital channels) and internal configuration (large companies operating in silos without deep understanding of users) struggle to maintain leadership and develop effective digital and omnichannel strategies.
APPROACH
We worked closely with their teams to create a path to customer focus through digital transformation. The map shows all general consumer behavior (behavior, thinking, buying and selling, decision making, preferences, etc.) from user depth. Product segmentation and useful content definition for each segment. By doing this, we are not only able to identify strategies for our most valuable customers, but also identify new growth opportunities in the broader market.
RESULT
By defining macro strategies for each segment for customers to use in driving and applying these new functions as they implement digital transformation across the company, customers gain competition, renewed growth in their core customers, and increased throughput in new groups.
CHALLENGE
The Russian subsidiary of a global FMCG company was struggling to grow sales as it was not considering the heterogeneity among consumers in a country of continental proportions. It was clear that their highest focus sales channel was not appealing to all consumers and so they were restricted to the most rewarding regions (mainly Moscow and Saint Petersburg).
APPROACH
We first segmented Russian consumers by regional behavior, considering their preferences for the company´s highest focus sales channel. This view was then combined with an extensive market assessment (market size by category and region, company share per region, market growth potential in short / medium term, etc) to create a 5 year expansion plan per region with clear tactical actions for displacing competition, improving marketing ROI and boosting revenues.
RESULT
By successfully implementing these regional plans, the Russian office outpaced other EMEA subsidiaries and became a best practice reference inside the company. They overcame the downward sales trend in the market and experienced growth for the first time in regions outside Moscow and Saint Petersburg.
INDUSTRY EXPERIENCE
We have an extensive track record with consumer segment across various sectors, helping companies to grow, increase retention, improve marketing ROI and set the stage ahead of digital transformations. We have worked in various geographies with leading global brands from Food and Beverages, Retail, Education and other industries. We also have especially deep expertise in the Consumer Goods and Pharmaceuticals & Healthcare sectors, with deep knowledge in their market and category dynamics.