Segmentation is the cornerstone of any marketing approach. It helps define brand positioning, product assortment, and price points amongst others. It is also essential for defining non-product offerings such as customer support, supply chain and other services.
The challenge facing the majority of B2B businesses today is that their customer needs are changing as industries rapidly evolve and develop to meet changing end customer needs. When was the last time your business reviewed your segmentation and the supporting overall value propositioning, pricing strategy or non-product offering?
Does your current segmentation reflect the changing dynamics in the industry and the changing needs of your customers?
With many clients we work with, we often find that segmentation and core value propositions have not been reviewed for a number of years. ICE™ can help you really understand your customer experience and help you refine and update your current segmentation model or, if necessary, create a completely new segmentation model.