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Segmentation
TopMark has substantial experience in using customer
information and economics to formulate effective customer segmentation strategies,
including:
- current and prospective customer segments - identifying the most important
targets;
- segment-specific value propositions;
- sales organization blueprints; and
- market coverage strategies and sales processes.
We're also experienced in gathering information
to help clients understand what the competition is doing.
Effective customer segmentation is critical as customers differ in terms of
their product preferences, price apprehension, responses to marketing messages
and sales tactics, and cost-to-serve.
Some customers are more valuable than others.
- Costs rise to intolerability when companies provide world-class service
to every customer.
- Opportunities are lost when the best sales resources are not aligned with
the most noteworthy prospects for growth and profit.
- Customers appearing to be profitable on a per transaction basis may be
unprofitable when all account costs are applied.
Segmentation based on delineations of customers' purchasing behavior, attitudes,
needs, preferences, and current and future value contribution provide a direction
for:
- framing an appropriate sales organization structure;
- structuring the messages, programs, processes and systems that augment
the company's core product/service offering and define its value proposition
for each customer segment;
- clarifying end-to-end business development and relationship management
tasks;
- determining the most effective and least costly means of covering the market
and whether field sales resources require the support of specialized resources;
- setting the type and nature of sales attention and service given to a particular
customer based on the anticipated lifetime value of that customer; and
- integrating all front-line and back-end customer-serving functions through
an explicit sales strategy.
The customer sets resulting from segmentation should be:
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