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9/30/2011 Customer Segmentation Data is the driver, knowledge is the asset • Demographic attributes • Socioeconomic status • Psychographic characteristics • Lifestyle choices • Life stage or generational • Responder indices • Common purchasing behavior • Attitudes and preferences • Health or condition indicators EXAMPLE: Digital Segmentation* By knowing digital attitudes and behaviors across range of technologies and devices marketers can deliver customized messages to customers via their most preferred digital media. Digital Devices Digital Destinations KNOW YOUR DIGITAL COMMUNITY Why consumers chose the digital devices they use Will they re-purchase and/or upgrade Who are early technology adopters vs. more conservative consumers What are their digital activities: professional, entertainment, education, buying, bill paying* Digital Neighborhoods 2.0 What matters today are conversations with & among consumers (LW) 5
9/30/2011 UR UX SUXConsumer EngagementRelationships revolve around customer touch-pointsHealthcare Consumer Squeeze • Benefit and Financial Choices • Care Delivery Options • Family Budget Priorities • Intergenerational Navigation • Retirement Planning • Lifestyle Management • Information Overload 72% consumer say health insurance so complicated don’t know what’s covered or what it will cost them Consumer Experience by Industry Customer Experience Index, 2011: Health Insurance Plans, April 29, 2011 7