Step 5 - Gain insight from your segments
Meet & listen to your customers - don’t rely on ‘tick-box’ surveys.
Applied insight comes from ‘hard’, ‘soft’ & behavioural data.
Simple formula: segment managers + customer insight specialists + data analysts, working together = valuable propositions.
Use Champion/Challenger technique to determine optimal segment treatment & use it to challenge internal preconceptions & to break-down barriers.
Track each segment behaviour and value & take immediate rectification action if required.