A Comprehensive Review of Behavioral Customer Segmentation For A Better Understanding

摘要

Segmentation of customers has always been relevant. But now that orchestrating journeys that embody the overall experience, rather than their latest encounter inside a siloed touchpoint, is integral to business success today, an absolute must is a successful segmentation. But only 33 percent of businesses using customer segmentation claim that they discover that it is significantly impactful, as per a recent Forrester survey. The key reason businesses struggle, according to the study, is that the conventional approaches are still being used to customer segmentation, even without exploiting the scope of data of the customer and more sophisticated analytical techniques that are present today. Particularly, they do not use a modern technique for behavioral Segmentation. The traditional Segmentation approaches focused primarily on who the customers are, and considered segments were purely based upon demographic factors such as age or gender and business characteristics such as company size or sector. Only knowing who the customers are is no longer adequate. In this article, to achieve business goals, multiple approaches to behavioral Segmentation that can be used to understand better the client's and their priorities are discussed.