Customer Segmentation

Customer segmentation is the process of placing customers and prospects into groups with common characteristics. Good segmentation consists of identifying a small set of actionable segmentation characteristics or criteria and assigning customers and prospects to the segments. Segment homogeneity ensures selling process similarity within a segment.

The same set of customers and prospects can be segmented in many ways. In order to develop actionable customer segments, similar sales actions should be appropriate for customers within a segment, and different sales actions should be needed for customers in different segments. The ultimate state of precision selling occurs when each customer is a specific segment, which is possible ...

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