Segmentation & Customer Lifecycle Strategy

A clear understanding of and timely response to changing customer needs, buying processes, buying preferences and perceptions is essential to sales and marketing success and grow revenue. The growing number of promotional channels in the digital era makes the CLS even more critical. If developed properly, CLS forms the backbone of the sales and marketing strategy supporting the processes and organization necessary to achieve a true customer-centric focus.

As StratejiLab, we conduct focus group studies, customer interviews and customer surveys to observe both rational and irrational mental processes of customers. We also employ quantitative methods such as conjoint analysis and modeling to uncover customer information. All these methods are crucial in observing and understanding what matters to customers and drives their behavior.

In Segmentation & CLS projects, we prioritize the following questions:

• Which segments are sizable, profitable and defensible? Who are our target customers? Who are our priority customers?

• What are the prevalent customer needs, priorities and expectations in the target market?
• How do we perceived by our customers?
• What are the key decision criteria during customer buying process?
• What drives customer satisfaction and loyalty?

Within Customer Lifecycle Strategy, we focus on the following topics:

• Segmentation Strategies
• Customer Performance
• Segment Growth Strategy
• Segment Penetration Strategy
• Loyalty Programs

Our Segmentation and CLS service offering enables Clients gain competitive advantage through our ability to link customer insights to marketing strategy. Our Clients sharpen their capabilities to deepen their relationships with the loyal and profitable customers through differentiated products, tailored communication and targeted service levels.