B2BMX2018

In the age of customer experience (CX), companies must deeply understand their customers—better than anyone else does—and share a common view of those customers across the organization. But, our research found that the majority of companies have a long way to go. Here's a roadmap that shows the path to building a customer segmentation model that fuels effective CX design and delivery. Quarry transforms brands for complex businesses. Intrigued?—Visit quarry.com or connect @Quarry Understand customer motivations, goals, preferences & behaviors Go onsite to get insight. Gather quali- tative input from customers—former, existing and prospective—to better understand the range of motivations and perspectives. Most companies segment only on read- ily measured factors like size, spend, channel and product choice—factors better suited to a product-centric strat- egy than a customer-centric one. Formulate hypotheses about what makes your customers tick Using insights from your qualitative research, develop your theory of the differences that really matter between customers. "The Customer" is not a statistical average. Market leaders take a more nuanced view. Gather quantitative data Once you know the key differences, gather quantitative data to learn the distribution of these differences across a population. 85% of companies base their segmentation model on intuition or qualitative research only. Socialize the segmentation Onboard and activate the segmentation model through purpose-built tools, workshops and updated processes. Those who understand how a segmentation model was built are more likely to embrace its use. You've arrived With a refreshed customer segmentation model, your organization will be well equipped to build inspired and engaging omni-channel customer experiences. Talking about customer-centricity doesn't distinguish leaders from the rest. Being customer-centric does. Analyze the quantitative data Leverage analytical techniques to build your segmentation model. To maximize actionability, cluster on a single data type (typically attitudinal), then overlay other data (e.g. demographic, financial). Just 15% of companies use statistical clustering to drive the definition of their segmentation model. START FINISH 8 6 5 4 3 2 7 9 Begin your journey To differentiate your brand based on experience, your whole organization needs a common, actionable view of your customers. 18% of executives report they are not aware of any segmentation model in use at their company. Rethinking 'the Customer' in the age of #CX A roadmap to creating a strategically actionable customer segmentation model Build your segmentation model & personas Formalize a strategically-relevant model of "the differences between customers that make a difference" that can be used across your organization. Inspire your team by representing the insights in robust personas. 90% of companies lack a single, shared segmentation across their organization. Understand the strategic, tactical & cultural context of your business Start from inside your company to see where the differences begin. A segmentation model should be shaped by your company's direction and relevant cultural factors, and the intended uses of the insight. Only 30% of companies have segmentation models distinct from their competitors'. Source: Quarry, "The State of Segmentation in North American Enterprise", 2014. Sample: $100MM to $10BB in sales. 200 sales, marketing and product development executives. B2C and B2B companies. Download this roadmap at: quarry.com/segmentationforCX Synthesize qualitative & quantitative findings Integrate insights from the qualitative research as an interpretative lens for the quantitative data. A robust segmentation model is both art (conceptually valid) and science (statistically reliable).

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