The client is a tech giant based out of Canada. With years of expertise and specialization in the smartphone segment, the client wished to assess customer perceptions through a customer segmentation strategy, prior to the launch of their new product.
The Business Challenge
It’s no secret that for businesses today, a few customers are more valuable than the others. But to truly understand the customer and succeed in the long run, it’s essential to distinguish these differences and devise customized approaches that satisfy the needs of different customer groups. Today, as tech giants all over the world compete to drive customer loyalty and improve profitability, what differs is how well each of them comprehends their customers buying preferences and how they leverage this information to influence their behavior.
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Customer segmentation analysis turns out to be the key to building that understanding. Through customer segmentation analysis businesses can not only gain detailed insights into various customer groups but can leverage such insights to improve customer loyalty and retention. Also, with the proliferation of marketing platforms available today, customer segmentation is more of a necessity for those who wish to grow sales, reduce attrition, and increase profitability.
The client, a leading tech giant was planning a new product launch strategy with respect to the 5G spectrum and its related opportunities in Canada. Prior to this launch, the client methodically wanted to understand their brand’s perception and how they could leverage new technologies to understand customer sweet spots that are specific to 5G and the foldable screen technology.
Top Challenges Faced by the Client
The three-fold challenges faced by the client included:
Problem Statement 1
The client needed to adopt a sophisticated approach to understand the behaviors of their existing and potential customer base.
Problem Statement 2
Though the new product launch strategy looked promising, the client had to gain in-depth insights into customer needs and preferences. Also, they wanted to develop a customer segmentation strategy to maximize the performance of all customer segments.
Problem Statement 3
The client also needed to optimize marketing strategies and engage customers through the right channel. This was a major predicament as it required the client to devise a long-term, holistic approach encompassing enterprise-level capabilities, technology, analytics, and customer data management skills.
Solution Offered and Value Delivered
To gain the desired insights and to support the information needs of the client, our customer segmentation analysis experts at Quantzig adopted a comprehensive three-pronged approach.
Phase 1: Understanding Customers
The initial phase of this customer segmentation analysis engagement focused on analyzing the different customer behavior in order to divide them into different groups based on their behavior and preferences.
Phase 2: Analyzing Brand Perception
The second phase of this customer segmentation analysis engagement revolved around analyzing the customer’ brand perception and their
Phase 3: Aligning Marketing Communications with a New Customer Segmentation Strategy
The primary objective of this customer segmentation analysis engagement was to develop a new customer segmentation strategy to analyze different customer groups and offer tailored solutions to meet their needs. The customer segmentation analysis solutions not only offered a snapshot of the current value of their customers but also helped them predict the future value of a customer.
Customer Segmentation Analysis Steps
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By acquiring deeper insights around their customers, the client was better positioned to develop tailored marketing strategies that aligned to their customer behaviors and preferences. Also, by leveraging customer segmentation analysis solutions in conjunction with behavioral models the client successfully gauged the impact of segmentation over a longer horizon, along with the time it took to influence customer behaviors and drive meaningful results.
The customer segmentation analysis solution also enabled the client to:
- Effectively deploy marketing dollars to maximize ROI from the most profitable customer segments.
- Leverage a more cost-effective marketing approach through tailored strategies, aimed at increasing sales, improving cross-shopping, and driving profits.
- Gauge the effectiveness of marketing campaigns by determining which offers and channels drive the best performance for each customer segment.
What is Customer Segmentation Analysis?
Customer segmentation analysis is the process of categorizing the customer base into different groups based on their behavioral characteristics. Today, customer segmentation is a powerful tool that, if utilized effectively can help improve a business’s overall performance and revenue.
Why Engage with Quantzig?
With several years of experience, Quantzig is a pioneer in offering customizable customer analytics solutions that can help improve your profit margins, deepen customer relationships, leverage data-driven thinking, and more. Our customer segmentation analysis solutions focus on offering actionable customer insights that empower businesses to improve performance and profitability by translating them into high-impact business actions.
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