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Should we address all customers equally?

Segmentation, the most critical decision in Marketing

You will surely agree with this necessary question: What is the use of having the best product Egypt Email List or service on the market if it is not known with complete certainty who is going to buy it and if its commercialization will be profitable?

At first glance it is a vague and generic question, but its answer will be the “key” that opens the doors of one of the most important processes to gain access to markets.

Only an adequate Segmentation Strategy can determine with total accuracy to which customer profiles to direct the offer, with what resources, with what commercial Egypt Email List and Marketing actions, at what prices and through which channels. Segmentation Strategies are, without a doubt, the most critical decision in Marketing.

Many of the errors and failures associated with the launch, repositioning or any other formula for the commercialization of products and / or services have their origin in a bad Segmentation Strategy.

Most of the critical decisions that General Management Egypt Email List and Commercial and Marketing Departments face on a daily basis are derived from the segmentation of the client portfolio or the potential market. Hence, it is vital to segment intelligently and profitably.

What is segmenting?

Segmenting is dividing customers into related categories or groups to discriminate the actions that are done with them. It is necessary for companies to differentiate between two basic types of segmentation: Strategic Segmentations aim to organize the company based on the main customer segments and act on them (for example: companies or residential in the case of telecommunications), while Tactical Segmentations, based on aspects that better define the profiles Egypt Email List of customer actions, have more specific objectives “on the ground”: recruitment, retention, loyalty, cross-selling or upselling, to name a few examples.

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The criteria on which, traditionally, Segmentation Strategies have been based are still valid, but new variables have been added to these, equally essential. To the conventional psychographic criteria (“brand” clients, “related to promotions”, etc), demographic (young people, housewives, immigrants, etc.) and behavioral (“savers” vs. “indebted”, “leisure lovers” vs. “home”, “traditional families” vs. “professional couples without children”, etc), new key criteria are added.

In particular, the element “customer value” must always be taken into account, to optimize what resources are dedicated to each group of customers Egypt Email List, depending on what they contribute to the company, in addition to the stage of life in which is the real or potential customer, or what is the same, the segmentation “by purchase moments or occasions” (“parents of newborns”, “students who become independent”, etc).

Managing different approaches and variables, the ultimate goal is to design strategies that define as accurately as possible which are the segments to be reached, establishing a customized Customer Plan for each one of them. These Segmented Customer Plans will allow us to go beyond the mere identification of segments, to move on to a true “segment management”, setting with a high level of success what investment to make in each segment, what commercial resources to assign to each one, what prices, what Marketing and Sales actions to implement, what sales channels, etc …

It is time to end the “coffee for all” policy, which has presided over customer relations for too long. “Coffee for all” punishes good customers and rewards bad ones Egypt Email List.

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Only a correct Segmentation Strategy places each one in their rightful place, gives them what they need and allows your company to focus on obtaining the results you are looking for.

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