Customer Segmentation can be hugely empowering and rewarding for an organisation, and often acts as a catalyst for significant growth.

On average we have seen profitability increase by 26% year on year in companies adopting this approach.

Subdividing your market or customer base into discrete groups that share similar characteristics (size, profitability, buying habits, opportunity, service demand and so on) and then tailoring your marketing, sales and service propositions to each has many benefits including:

  • Quicker, lower cost customer acquisition
  • Leaner on-boarding
  • Increased customer satisfaction and retention
  • Enhanced customer profitability
  • Deeper share of wallet
  • Improved cross selling

Our services will help you identify these characteristics and then create your customer groupings. We will then support you in tailoring your products, service, marketing and distribution to match the needs of each target segment and maximize their profitability.

Done well, this will show immediate dividends, and over time substantial returns as your business more closely matches customer requirements - developing pricing and service offerings that best suit each group and shape future demand.

OIM can support you at any stage in this process, from overall program design and implementation, to discrete consultancy and research to help you sharpen your customer or market focus.