{"id":30788,"date":"2023-01-28T03:05:16","date_gmt":"2023-01-28T08:05:16","guid":{"rendered":"https:\/\/beyondphilosophy.com\/?p=28616"},"modified":"2023-03-07T18:38:08","modified_gmt":"2023-03-07T23:38:08","slug":"these-are-the-critical-questions-to-see-if-your-segmentation-is-effective","status":"publish","type":"post","link":"https:\/\/beyondphilosophy.com\/these-are-the-critical-questions-to-see-if-your-segmentation-is-effective\/","title":{"rendered":"These are the critical questions to see if your segmentation is effective!"},"content":{"rendered":"\n<!-- iframe plugin v.6.0 wordpress.org\/plugins\/iframe\/ -->\n<iframe loading=\"lazy\" style=\"border:none\" src=\"\/\/html5-player.libsyn.com\/embed\/episode\/id\/25753683\/height\/100\/width\/\/thumbnail\/yes\/render-playlist\/no\/theme\/custom\/tdest_id\/606730\/custom-color\/f7a011\" height=\"100\" width=\"100%\" scrolling=\"no\" 0=\"allowfullscreen\" 1=\"webkitallowfullscreen\" 2=\"mozallowfullscreen\" 3=\"oallowfullscreen\" 4=\"msallowfullscreen\" class=\"iframe-class\" frameborder=\"0\"><\/iframe>\n\n<p class=\"p4\">If you have customer segments that read like the drink sizes on a fast-food menu, then this podcast is one you really need. The fact is many organizations get customer segmentation wrong. So, we came up with some critical questions that can get it back on track.<span class= \"Apple-converted-space\">&nbsp;<\/span><\/p>\n<p class=\"p4\">One of our listeners is in a pickle and it has to do with their firm&#8217;s segmentation. Vijay Patel&#8217;s sales haven&#8217;t been what he hoped, and he wondered if the problem might be targeting the wrong customers. We think they might be, too, but probably not for the reasons Patel thinks.<span class= \"Apple-converted-space\">&nbsp;<\/span><\/p>\n<p class=\"p4\">Many organizations use databases to segment their customers based on easy-to-collect data, like demographics, industry vertical, or total annual sales. While this information is useful, it is incomplete. We discuss what needs to be included to make these numbers mean anything for targeting.<span class= \"Apple-converted-space\">&nbsp;<\/span><\/p>\n<p class=\"p4\">In this episode, we explore what are critical questions an organization should be using to create customer segments that lead to effective targeting. And to be clear, they don&#8217;t use the words &#8220;small,&#8221; &#8220;medium,&#8221; or &#8220;large.&#8221;<span class= \"Apple-converted-space\">&nbsp;<\/span><\/p>\n<p class=\"p6\"><strong>Key Ideas to Improve your <a href=\"https:\/\/beyondphilosophy.com\/customer-experience\/\">Customer Experience<\/a><\/strong><\/p>\n<p class=\"p6\">I have had a terrible time with UPS recently. I sent a package 2-day priority international and ten days later, I still don&#8217;t have it. Plus, I have had no luck getting answers about what happened to it. In part, I am to blame because I don&#8217;t have a lot of experience with shipping things via UPS. However, part of the problem is UPS because they don&#8217;t have a targeted experience for inexperienced shippers like me.<span class= \"Apple-converted-space\">&nbsp;<\/span><\/p>\n<p class=\"p6\">Here are a few key moments in the discussion:<\/p>\n<ul class=\"ul1\">\n<li class=\"li6\"><strong>05:12<span class= \"Apple-converted-space\">&nbsp;<\/span><\/strong> We share a pickle from Vijay Patel who asks us how to ensure that their customer segmentation is correct.<\/li>\n<li class=\"li6\"><strong>07:27<span class= \"Apple-converted-space\">&nbsp;<\/span><\/strong> Colin talks about one of the best segmentations he has ever experienced in Hartsfield Airport in Atlanta, where they separate leisure and business travelers.<\/li>\n<li class=\"li6\"><strong>11:42<span class= \"Apple-converted-space\">&nbsp;<\/span><\/strong> We lead into the first question about segmentation and how it should serve your organization.<\/li>\n<li class=\"li6\"><strong>14:25<span class= \"Apple-converted-space\">&nbsp;<\/span><\/strong> Colin poses the next question about the data used to segment customers and whether it is meaningful for this exercise (spoiler alert: if it involves small, medium, and large, then it isn&#8217;t).<\/li>\n<li class=\"li6\"><strong>18:18<span class= \"Apple-converted-space\">&nbsp;<\/span><\/strong> Ryan explains selection bias and how it can doom your efforts by missing an enormous opportunity for your business.<\/li>\n<li class=\"li6\"><strong>21:04<span class= \"Apple-converted-space\">&nbsp;<\/span><\/strong> We explain how using databases can lead to stereotyping and how that is sloppy marketing.<span class=\"Apple-converted-space\">&nbsp;<\/span><\/li>\n<li class=\"li6\"><strong>25:18<\/strong> We discuss psychographics and how it applies to segmentation, and why it might not work either and what we know will work better.<\/li>\n<\/ul>\n<p class=\"p8\"><strong>Subscribe to our YouTube channel <a href=\"https:\/\/www.youtube.com\/@theintuitivecustomer\" rel=\"nofollow noopener\" target=\"_blank\">HERE<\/a>.<\/strong><\/p>\n<p class=\"p9\"><strong>Do you have a business pickle?<\/strong> <a href=\"https:\/\/bit.ly\/35Ag9Iu\" rel=\"nofollow noopener\" target=\"_blank\"><span class=\"s2\"><strong>Tell us about it here.<\/strong><\/span><\/a><\/p>\n<p class=\"p10\"><strong><em>Please tell us how we are doing!<\/em><\/strong> <a href=\"https:\/\/bit.ly\/3P6z0MI\" rel=\"nofollow noopener\" target=\"_blank\"><span class= \"s2\"><strong>Complete this short survey.<\/strong><\/span><\/a><span class=\"s3\"><span class= \"Apple-converted-space\">&nbsp;<\/span><\/span><\/p>\n<p class=\"p12\"><strong><em>Customer Experience Information &#038; Resources<\/em><\/strong><\/p>\n<p class=\"p13\"><em>LinkedIn recognizes&nbsp;<\/em><a href=\"https:\/\/bit.ly\/3lfmiMy\" rel=\"nofollow noopener\" target=\"_blank\"><span class=\"s2\">Colin Shaw&nbsp;<\/span><\/a><em>as one of the &#8216;World&#8217;s Top 150 Business Influencers.&#8217; As a result, he has 290,000 followers of his work. Shaw is Founder and CEO of&nbsp;<\/em><a href=\"http:\/\/bit.ly\/2qCyo5s\" rel=\"nofollow noopener\" target=\"_blank\"><span class=\"s4\"><em>Beyond Philosophy LLC<\/em><\/span><\/a><em>, which helps organizations unlock growth by discovering customers&#8217; hidden, unmet needs that drive value ($).&nbsp;<\/em>The Financial Times<em>&nbsp;selected Beyond Philosophy as one of the best management consultancies for the last four years in a row. Follow Colin on<\/em><a href=\"https:\/\/bit.ly\/3PnSsnY\" rel=\"nofollow noopener\" target=\"_blank\"><span class= \"s4\"><em>&nbsp;LinkedIn<\/em><\/span><\/a><em>&nbsp;and<\/em><a href=\"https:\/\/bit.ly\/3eSvft7\" rel=\"nofollow noopener\" target=\"_blank\"><span class= \"s4\"><em>&nbsp;Twitter.<\/em><\/span><\/a><\/p>\n<p class=\"p13\"><span class=\"s4\"><a href=\"https:\/\/bit.ly\/3khNOrw\" rel=\"nofollow noopener\" target=\"_blank\"><em>Click here<\/em><\/a><\/span><em>&nbsp;to learn more about Professor Ryan Hamilton of Emory University.&nbsp;<\/em><\/p>\n<p class=\"p13\"><strong><em>Why Customers Buy:<\/em><\/strong><em>&nbsp;As an official &#8220;Influencer&#8221; on LinkedIn, Colin writes a regular newsletter on all things Customer Experience.&nbsp;<\/em><a href=\"https:\/\/bit.ly\/3paYbkD\" rel=\"nofollow noopener\" target=\"_blank\"><span class= \"s4\"><em>Click here<\/em><\/span><\/a><em>&nbsp;to join the other 35,000 subscribers.&nbsp;<\/em><\/p>\n<p class=\"p12\"><strong><em>How can we help?<\/em><\/strong><\/p>\n<p class=\"p12\"><span class=\"s4\"><a href=\"https:\/\/bit.ly\/2JUAey1\" rel=\"nofollow noopener\" target=\"_blank\"><em>Click here<\/em><\/a><\/span><em>&nbsp;to learn more about Beyond Philosophy&#8217;s Suite of Services.<\/em><\/p>\n<p><a href=\"http:\/\/intuitivecustomer.libsyn.com\/these-are-the-critical-questions-to-see-if-your-segmentation-is-effective?tdest_id=606730\" rel=\"nofollow noopener\" target=\"_blank\"><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>If you have customer segments that read like the drink sizes on a fast-food menu, then this podcast is one you really need. The fact is many organizations get customer segmentation wrong. So, we came up with some critical questions that can get it back on track.&nbsp; One of our listeners is in a pickle [&hellip;]<\/p>\n","protected":false},"author":3143,"featured_media":24561,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[640],"tags":[],"class_list":["post-30788","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-podcasts"],"_links":{"self":[{"href":"https:\/\/beyondphilosophy.com\/wp-json\/wp\/v2\/posts\/30788","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/beyondphilosophy.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/beyondphilosophy.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/beyondphilosophy.com\/wp-json\/wp\/v2\/users\/3143"}],"replies":[{"embeddable":true,"href":"https:\/\/beyondphilosophy.com\/wp-json\/wp\/v2\/comments?post=30788"}],"version-history":[{"count":0,"href":"https:\/\/beyondphilosophy.com\/wp-json\/wp\/v2\/posts\/30788\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/beyondphilosophy.com\/wp-json\/wp\/v2\/media\/24561"}],"wp:attachment":[{"href":"https:\/\/beyondphilosophy.com\/wp-json\/wp\/v2\/media?parent=30788"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/beyondphilosophy.com\/wp-json\/wp\/v2\/categories?post=30788"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/beyondphilosophy.com\/wp-json\/wp\/v2\/tags?post=30788"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}