Aim of segmentation is to address customers more effectively and more efficiently, to look and to treat them according to their needs and their customer value. Using ai.suite it becomes clear which customer is assigned to a certain segment because of which characteristic. This way different aims can be defined for cross- or upselling.
With segmentation of ai.analyser homogeneous groups can be defined from the totality of (potential) customers, where the same structures (such as purchase behavior) can be shown, but the groups themselves have a very different purchase behavior.
Outbound-and Inbound- campaigns can be defined based on accumulated customer data, determined customer value as well as data of the lifecycle segments.
Where customer segments for outbound-campaigns are calculated event-steered, calculation of inbound segments runs on a real-time basis. Outbound segments are used in White- and E-Mailing, Inbound segments are used for online channels as portals or Apps.
To be able to segment your customers, you must know your customers. Collect the information which the customer leaves in the course of his life cycle with you. The most important characteristics are mostly from the areas of sociodemographics, geography and customer behavior. In addition, it is advisable to build up trigger subjects – when is the customer’s birthday, when does his contract run out, are there seasons in which he shows the same, remarkable behavior?
Consider which phases a customer can run through before segmentation. These phases will decisively influence the later segmentation. It might even be necessary and wise to not include all customer groups into segmentation but to treat single special groups as new customers or VIPs differently.
Every customer is important, but not necessarily profitable. There is a certain number of customers of every enterprise who are worth spending more money for than for others.
There are different procedures to define the customer’s value:
Use customer value as another control dimension. Your current customers can be sorted by value and special offers can be defined. In addition, you are able to score your prospective customers and find out how much profit and revenue these customers will generate in the course of business relationship. This way, advertising budgets for gaining new customers can be optimized as well as contact with prospective customers and maximum profit generated.