Strategy

People

Operations

Segmentation and analytics

• companies have often gathered masses of customer data but don't know how to unlock the value
• clear objectives for customer segmentation are often not set, and there is no definition of how it will drive a different customer experience
• analytics is still predominantly employed as a back-office activity and is not used directly at the customer touch point
• analytics is still developed as a piecemeal activity, with no overall strategy
• there is often a cultural barrier between the producers and users

• define the objectives for customer segmentation
• help the segmentation stakeholders define how the segmentation will be used
• use a working group to review and iterate the segmentation before releasing it
• define the role that analytics is expected to play at each touch point
• develop an analytics roadmap to deliver customer level insight to the right place at the right time

• a well-defined segmentation, with strong business support, to be used as a foundation for delivering a differentiated customer experience
• a closer understanding of the value of analytics at a business level
• targeting analytics to where it will drive the most value and most closely support the business or customer strategy