Seven Steps for a smarter business

Step 4 - Build & manage customer segments

Start simple, with data on: ‘whether the customer pays the bill’ (covers the costs of their products); product tenure; assets & liabilities; channel usage.

You must always include whether the customer ‘pays the bill’ - the value they contribute to your business.

There’s no need for a sophisticated data warehouse from ‘Day 1’ - it will only delay understanding your customer & results.