Customer segmentation

Who am I creating value for and who are my most important customers? Read our resource guide to customer segmentation.

Do you serve the mass market or a niche market? A good example of the difference is Nescafe coffee versus organic, locally roasted, fair trade whole coffee beans. Or perhaps your market is segmented, so that you serve different customers the same core product but in different ways.

Working with the same analogy, a coffee brand using customer segmentation would package coffee beans in small bags for the individual consumer for use at home, then package those same coffee beans in big bags for the restaurant who wants to buy in bulk.

The big lesson to be learned here is simple: once you know which different customer segments you are serving, you can design a service that fits them perfectly.