Vladimir Dimitroff

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Vladimir Dimitroff commented on Customer Segmentation Principles Thanks; I have now made it downloadable - if you still have problems, send me your email to vdimitroff@prism.ch and I will send you a copy. 2 years ago
Vladimir Dimitroff commented on Customer Segmentation Principles Thanks, Eric - and all others. I hope to put new stuff some day soon :) Segmentation remaisn a fundamental topic, though, and I am glad you are interested in it. Remember: 1. Customer segmentation is NOT market segmentation ! Product-centric companies can only segment markets (macro-segmentation), as they do not know (and don’t care to know) their customers individually. Customer-centric companies segment their known customers - each individual one (even when they are millions) is understood to be different from others and belongs to a specific segment. 2. You segment ONLY by Value and Needs. Nothing else! Demographics, attitudes, behaviours,lifestyles, preferences... etc - are all valid segmentation dimensions, but we use them ONLY as proxies (indicators) of Needs. Needs and Value are on a different semantic level from the proxies, they are fundamentally related by a cause-effect relationship at the very core of economics. If you only remember these 2 basic rules, you can segment in 1000 different ways, not necessarily following my examples. And, having cleverly divided your customers into segments - don’t forget to DO SOMETHING with that knowledge, treat them differently! In ways that make sense to THEM, and to your busness :) Good luck! 2 years ago
Vladimir Dimitroff commented on Customer Segmentation Principles Thanks for the comment, glad you find it useful 3 years ago