C Change 07 Segmentation 1KEY Maia

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We all know that customer is the king. But which customer. Without right customer segmentation and differentiation this king customer may turn out to be an liability.

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  • Hello Good Morning Everybody, It was a great insight which was given on customer by my colleague earlier and we all know that customer is the king. But which customer. Without right customer segmentation and differentiation this king customer may turn out to be an liability.
  • C Change 07 Segmentation 1KEY Maia

    1. 2. Customer Segmentation & Differentiation Blurred to Focused
    2. 5. “ I need to know the lifetime value of my best customer using 80:20 System 2
    3. 7. Blurred to Focused
    4. 9. Action * Segmentation – Profile and divide the customer * Differentiation – Make the right customer stand out Reaction * Targeting Customer– choose segmentation * Positioning Customer – communicate the benefits with differentiation
    5. 12. Segmentation helps in giving businesses: * Sustainable competitive Advantage * To be profitable : * A productive, stress-free work environment : * Cost-efficiency : * A good reputation :
    6. 13. Why <ul><li>Business Intelligence Software Solution </li></ul><ul><li>Simple to use </li></ul><ul><li>Lowest TCO </li></ul><ul><li>Proven Customer Success </li></ul>
    7. 15. 1KEY Software Benefits 1KEY software helps with: • Flexible analysis • Powerful automation • Comprehensive reporting • Secure control • System integration • User orientation • Enterprise-wide support
    8. 17. Bases for segmentation <ul><li>Demographics </li></ul><ul><ul><li>Family size, age, gender, education, income </li></ul></ul><ul><li>Benefits Sought </li></ul><ul><li>Usage </li></ul><ul><ul><li>Heavy users, Light users </li></ul></ul><ul><li>Use occasions </li></ul><ul><li>Brand loyalty </li></ul><ul><li>Psychographics </li></ul><ul><li>Lifestyle (AIO) </li></ul><ul><ul><li>Activities, Interests and Opinions </li></ul></ul>
    9. 18. Industrial markets <ul><li>Demographics </li></ul><ul><ul><li>Industry, Company size, Location </li></ul></ul><ul><li>Purchasing Approaches </li></ul><ul><ul><li>Purchase department organization </li></ul></ul><ul><ul><li>Nature of existing relationships </li></ul></ul><ul><ul><li>General purchase policies and criteria </li></ul></ul><ul><li>Situational Factors </li></ul><ul><ul><li>Urgency </li></ul></ul><ul><li>Operating Variables </li></ul><ul><ul><li>Technology </li></ul></ul><ul><ul><li>User/nonuser status </li></ul></ul><ul><ul><li>Customer capabilities </li></ul></ul><ul><li>Personnel Characteristics </li></ul><ul><ul><li>Buyer-seller similarity </li></ul></ul><ul><ul><li>Attitudes toward risk </li></ul></ul><ul><ul><li>Loyalty </li></ul></ul>
    10. 29. Nothing can happen without customer and revenue for which right information is needed
    11. 33. Sanjay Mehta CEO MAIA Intelligence [email_address] www.maia-intelligence.com

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